Applications
Trai orders access providers to comply with SMS short code guidelines
MUMBAI: Sector regulator Trai has issued an order instructing all access providers to comply with the DOT’s guidelines issued recently for allocation of short codes by the access providers to the content providers including SMS based services. |
It is mentioned that the short codes are being used by service providers/ content providers for variety of applications including downloading ring-tones, contests, quiz, polls, information and enquiry service, entertainments, SMS Games, Astrology, Cricket updates etc. Access providers particularly mobile operators are allocating short codes to their content providers for various value added services including SMS based services within their network. Trai observed that some of these short codes were not in accordance with the National Numbering Plan-2003 and DOT’s earlier orders on this issue, asserts an official release. As per the license agreement access providers should adhere to the National Numbering Plan in this context Trai had asked access providers to stop use of these prohibited levels vide its direction dated 31 July 2006. Subsequently this issue was examined by DoT and necessary guidelines in this regard were issued. |
As per the guidelines issued by DoT five digit code starting with level five is to be used by access providers for allocation of short codes to their content providers including SMS based services within their network and accordingly all existing four digit short codes are to be prefixed by five to convert the same to five digit codes. Further the existing five and six digit short codes are to be migrated to five digit codes by replacing the first digit or first two digits respectively by five and so on. Trai has sought compliance of the DoT guidelines from all the access providers as and when the same is implemented but not later than 31 May 2007, adds the release. |
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
