Trai for new series to check pesky calls – Times of India

NEW DELHI: As it continues efforts to curb menace of pesky calls, telecom regulator Trai on Monday asked mobile operators to use a new number series for sending important voice calls for transaction or service notifications, looking to drive a clear demarcation from nagging promotional messages.
Trai has also directed telecom companies to share the list of suspected spammers and scammers on a common platform and blocking of message transactions proactively.
Trai chairman P D Vaghela and the regulatory body’s secretary V Raghunandan held a meeting with telcos on the issue, which refuses to come under complete control, despite many steps being initiated previously.
Raghunandan said telcos were asked to follow a series of fresh steps to control the menace, which has been a bane for mobile consumers as telemarketers call or communicate frequently by dodging some of the existing safeguards. Trai feels mobile companies need to do more to control inflow of spams, so that users get notifications only for desired services.
“We want a new number series for service calls so that consumers are aware that they are getting genuine messages, and not promotional matter. Currently, there is no distinction between service messaging and promotional matter, often causing huge distress to consumers,” Trai secretary told TOI.
While mobile operators have time and again promised to curb inflow of unsolicited commercial communication (UCC), the issue is yet to be sorted out fully.
Trai also told telcos that complaints received at the cybercrime cell of the home ministry will be shared with them for effective, timely and coordinated action, especially on matters related to financial frauds and other potential criminal activities. The telcos informed the regulator that they have been taking proactive steps to control flow of unwanted commercial messaging (UCC), and added that more will be done in line with orders of Trai.
Trai also asked companies to increase use of artificial intelligence and other technologies for finding a more effective solution to track companies and telemarketers, who are violating customer privacy norms regularly.
The steps that have been initiated by Trai previously include implementation of UCC detect system, provision of digital consent acquisition, intelligent scrubbing of headers and message templates, and using AI and machine language.

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