The Telecom Regulatory Authority of India (TRAI) on Tuesday hardened its stance on pesky telemarketers, as it directed telcos to take specific measures to curb misuse of messaging services and protect consumers from fraudulent practices. Continuing its offensive against unsolicited spam calls and messages, TRAI made it clear that from September 1, 2024, all access service providers will be prohibited from transmitting messages containing URLs, OTT links, or call back numbers which are not 'whitelisted' (authorised) by the senders. To enhance message traceability, TRAI has mandated that the trail of all messages from senders to recipients must be traceable from November 1, 2024. Any message w
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