TRAI clamps down on pesky telemarketing calls and messages

The telecom regulatory authority is coming down heavily on unsolicited marketing calls and messages which can often lead to scams and fraud.

To curb such pesky marketing calls and messages the telecom regulator (TRAI) has given telcos until May 1 to evaluate the implementation of a detect system using AI/ML technologies.

TRAI held a review meeting with telecom operators like Bharti Airtel, Jio, and Vodafone Idea. The regulator has asked telcos to take immediate action to curb pesky calls and messages by getting banks and financial institutions to clean up unused templates.

During the meeting, Vodafone Idea made a presentation on a AI/ML (Artificial Intelligence/Machine Learning) system that can analyse and detect patterns when it comes to fraudulent messages being sent from mobile numbers by scammers.

TRAI said permission will now be given to VIL for a pilot, and based on its success regulator will come out with guidelines for such solutions in the industry.

TRAI also said from May 1, the blockchain based DLT (distributed ledger technology) system will also be implemented for voice calls, just like it is in place for unsolicited messages at present.

"Today we have made it very clear that telcos have to come out with an integrated system of stopping frauds (calls and messages). They are doing work...but more needs to be done," TRAI chairman P D Vaghela said.