Note: This update is for users performing SMS marketing in India using Zoho Marketing Automation . 

Hello there,

There's a big update from the Telecom Regulatory Authority of India (TRAI) that could impact how you send SMS campaigns, especially if you're dealing with customers in India. Starting September 1, 2024, TRAI has made it mandatory for businesses to register or whitelist any URLs and callback numbers that are shared through text messages. This move aims to reduce spam messages and phishing attacks that have been on the rise.

Why is this important?

This mandate serves to protect users from clicking on harmful links and prevent fraudulent activity, which is a huge win for consumer safety. However, it might cause some temporary disruptions in service messages like OTPs (one-time passwords) from banks or ecommerce platforms if they aren't compliant by the deadline.

TRAI has also given telecom operators until the end of September to block any SMS messages containing unregistered URLs. If you're sending out SMS campaigns, it's crucial to make sure everything is registered properly. Telecom companies will now also require businesses to submit their entire message content for approval before sending—not just the headers and templates like before.

What you need to do

To make sure your SMS messages reach your audience without any problems, it's important to whitelist your URLs and callback numbers in your DLT portal. To whitelist your URLs and callback numbers, please refer to our detailed guide. By registering them ahead of time, you'll avoid any delivery failures caused by the new TRAI rules.

Once your details are registered, telecom operators will verify them, which ensures your messages are approved and sent without interruption. This step will keep your SMS campaigns running smoothly and help build trust with your audience by reducing the chances your messages will be blocked as spam.

Lastly, telecom operators were asked to implement traceability for all messages by October 31, so you can be sure there's extra security in tracking message flows.

This is a significant step toward reducing spam and fraud, and while there may be some bumps along the way, it's all for the greater good of maintaining trust and safety in SMS marketing. Make sure your campaigns comply with these new guidelines to keep things running smoothly!

Stay compliant and keep your campaigns effective!

Kind regards,
Zoho Marketing Automation