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The Telecom Regulatory Authority of India (TRAI) issued a new regulation on the SMS industry in India, which went into effect on September 27, 2011.


These regulations are designed to significantly curb the sending of unsolicited commercial communications to consumers through enhanced enforcement of the National Do Not Call (NDNC) list, now renamed the National Customer Preference Registry (NCPR).


Due to the new regulation:


All messages sent by Digital Interconnect will be considered as Promotional Messages, except the following (which are considered as Transactional):

  •  Information pertaining to the account of its customer sent to the customer by a licensee or Bank or financial institution or insurance company or credit card company or depositories registered with Securities and Exchange Board of India or Direct to Home Operators
  •  Information given by Airlines or Indian Railways or its authorised agencies to its passengers regarding travel schedules, ticket booking and reservation
  •  Information from a registered educational institution to its students or their parents or guardians
  •  Any message transmitted by or on the directions of the Central Government or State Government, TRAI or any agency authorized by TRAI, or on the directions of bodies established under the Constitution.


For Promotional Messages, a configurable sender identifier (TPOA) will no longer be supported and all sender identifiers will be converted to a 5 or 6 digit shortcode assigned to Digital Interconnect by the Operators.

Note: The TPOA identifies whom the message is from.

The TPOA will be assigned automatically. For any queries, please contact your Account Manager.


For Transactional Messages, note that TPOA will be restricted to six alpha characters.


Further Reference

The following links containing additional information have been provided for your reference:

  •    The Telecom Commercial Communications Customer Preference Regulations, 2010:

  •    Amendments for the new regulations:

  •    Telecom Commercial Communications Customer Preference Portal Search for Customers:

  •    FAQ’s by TRAI:

Version history
Last update:
‎06-09-2021 04:44 AM
Updated by: