Telecoms regulator in India has put a cap on the number of text messages that can be sent from a mobile phone to deter tele-marketers, according to reports.
The new ruling comes after several failed attempts to rein in the tele-marketing firms who have been freely sending unsolicited marketing texts to users on a daily basis. Under the current system, subscribers can register their numbers with a “national do not call” list by sending a text to a 1909 number.
The latest measure comes after an announcement in December that companies found to be abusing the ‘do not call’ list would be subject to heavy fines. In addition to the new cap, the Telecom Regulatory Authority of India (Trai) has also barred commercial calls or messages between the hours of 9pm and 9am.
Yet while official figures suggest the number of unsolicited commerical calls has dropped significantly since the ‘do not call’ submission list was introduced four years ago, consumers still express frustration at the sheer volume of marketing texts they receive.
With India currently remaining the fastest-growing global mobile phone market, with over 700 million users, it remains to be seen whether the tele-marketing firms adhere to the latest ruling.