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TRAI implements message traceability for safer sms services across India
Mumbai: Ding, ding, ding—another spam message blows up your phone, drowning your screen in an avalanche of useless promotions. Sound familiar? Worse yet, you might miss that one crucial message buried under this clutter. Frustrating, isn’t it? But don’t fret—TRAI has swooped in like a superhero, armed with a groundbreaking solution to liberate us from this daily chaos. By mandating secure and traceable commercial messaging, the Telecom Regulatory Authority of India is about to transform how we experience SMS communication, making spam and scams a thing of the past. It’s time to say goodbye to the noise and hello to clarity!
TRAI has implemented robust measures to ensure the secure and traceable transmission of text messages, mandating that all commercial messages must be traceable from sender to recipient. This initiative, aimed at combating spam and fraudulent messages, is set to revolutionise SMS communication in India.
To facilitate the implementation of message traceability, TRAI issued a directive on 20 August 2024, requiring all Access Providers to deploy the necessary technical solutions. While the initial compliance deadline was 1 November 2024, it was later extended to 30 November 2024 to provide additional time for technical upgrades and chain declarations by principal entities (PEs) and telemarketers (TMs). In a further directive issued on 28 October 2024, TRAI extended the compliance timeline to 10 December 2024.
TRAI undertook extensive awareness campaigns, engaging sector regulators like RBI, SEBI, PFRDA, and IRDAI, along with central and state government departments. It also conducted webinars, interactive sessions, and email communications in collaboration with access providers to inform PEs and TMs about the new requirements.
These efforts have yielded significant progress, with over 27,000 PEs already registering their chains with access providers. TRAI has instructed access providers to continue issuing warnings to non-compliant PEs and TMs and ensure that all registrations are completed by the revised deadline.
From 11 December 2024, any message traffic without a defined or matching PE-TM chain will be rejected. TRAI urges all PEs and TMs to expedite their chain declarations to avoid disruptions in message transmission.
This landmark measure by TRAI underscores its commitment to fostering a safer digital environment while enhancing trust in SMS communication.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
