The Telecom Regulatory Authority of India (TRAI), on November 18, 2025, issued a Direction to Curb Misuse of SMS Headers & Content Templates under Telecom Commercial Communications Customer Preference Regulations, 2018.
The following has been stated:
It has issued a Direction under the TRAI Act requiring all Access Providers to enforce strict controls on SMS content templates to prevent misuse of variable fields used for URLs, links, and callback numbers. Noting that earlier 2023 directions on limiting variables and mandating pre-tagging were not implemented, TRAI now makes it compulsory for every variable in an SMS template to carry a descriptive pre-tag as per the approved list. Access Providers must enable scrubbing of these tagged variables against whitelisted URLs, APK/OTT links, and call back numbers within 30 days, allow new templates only after verifying tagging compliance, and ensure all existing templates are updated within 60 days of scrubbing commencement. During the initial 60-day logger mode period, messages failing validation will be delivered but logged; afterwards, such messages must be rejected. Access Providers must also notify Principal Entities of faults and required corrections, submit fortnightly progress reports, and file updated Codes of Practice within 90 days.
Please refer to the document attached below for more details.
[F.No. D-2711/(2)/2024-QoS (E-13563)]
