Trai SMS traceability rule to now come into effect from December 11

The Telecom Regulatory Authority of India (Trai) on Saturday extended the deadline on the SMS traceability guidelines for telecom operators to December 10 from November 30.

The new system requires certain technical tweaks from telemarketers that involves defining principal entity (PE)-Telemarketers (TMs) chain, based on which the telecom operators will be able to trace the messages. In absence of the same, the telemarketers will be blocked from sending the messages.