The Telecom Regulatory Authority of India’s (Trai) new rule to whitelist commercial messages came into effect on Tuesday without causing any major problems, even though message traffic dropped by 15-20%. This decrease was expected, as some businesses have not yet whitelisted all their URLs.
Whitelisting means companies that send messages must give details like URLs, OTT links, and APKs (Android app packages) to telecom operators. The telecom companies then use a blockchain-based system to check if the details match. If they do, the message goes through; if not, it gets blocked.
The process of whitelisting is still ongoing, and officials believe things will improve soon. To prevent any major disruptions, Trai clarified that only the fixed part of URLs needs to be whitelisted, not the dynamic part. Telecom operators have adjusted their systems to ensure the smooth delivery of messages.
Trai had extended the deadline for whitelisting from September 1 to October 1 to give businesses more time to comply. This new system is similar to what happened in March 2021 when non-whitelisted commercial messages were blocked, causing widespread disruptions. Since then, businesses have registered their headers and templates with telecom operators.
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