TRAI and RBI Launch Digital Platform to Manage Unwanted Promotional Messages

New Delhi:

Mobile phone users will soon have the ability to review and withdraw consent for promotional messages they previously authorized from financial institutions and commercial entities. The Telecom Regulatory Authority of India has announced this feature will be implemented through a new Digital Consent Acquisition platform currently being tested in collaboration with the Reserve Bank of India.

The initial phase of this pilot project involves telecom providers sending SMS notifications to a selected group of customers. These messages will originate from the short code 127000 and will enable chosen users to access, control, or cancel marketing permissions previously granted to various banks or businesses.

Currently, consumers can only block promotional communications on a sector-specific basis - such as property, educational institutions, or financial services. They also have the option to permit messages from certain businesses. However, there hasn't been an efficient system for users to examine or withdraw consents provided years ago through paper documentation or at retail locations, leading to considerable confusion and improper use.

The joint TRAI-RBI digital consent mechanism aims to address this issue. It will offer customers a comprehensive, user-friendly online platform where they can view all their promotional authorizations and revoke them at their discretion. Once a customer withdraws consent, the business must cease sending promotional content.

Nine telecommunications providers and eleven major banking institutions - including SBI, PNB, HDFC Bank, ICICI Bank, Axis Bank, Kotak Mahindra Bank, Canara Bank, IndusInd Bank, Bank of Maharashtra, Indian Overseas Bank, and Punjab & Sind Bank - are participating in this initiative. These financial institutions have begun uploading representative sets of existing customer consents to the new digital system.

During the testing period, text messages will be sent to a restricted number of customers. Recipients can follow the secure link to access their telecom provider's consent management portal and make adjustments. No personal or financial information will be requested at any stage.

TRAI has cautioned customers to only respond to communications sent from the 127000 short code. Individuals who don't receive any SMS notifications should not be concerned - nationwide implementation is anticipated in the future.