Starting September 1, Indian consumers may face disruptions in receiving service and transactional messages on their mobile phones. This is due to new regulations issued by the Telecom Regulatory Authority of India (TRAI) to reduce spam, especially phishing attempts.

Understanding and adapting to these changes is crucial for businesses that rely heavily on SMS marketing. Here, we'll explain the new regulations, and how custom domains could be a viable solution for your business.

The New Regulations

The Telecom Regulatory Authority of India (TRAI) has instructed telecom companies to stop transmitting messages containing URLs, OTT links, APKs (Android application packages), or callback numbers that aren't registered with telecom companies.

The deadline for registering message templates and content with telecom operators was August 31st. Failure to comply means that messages containing these elements will be blocked starting September 1st.

Previously, businesses only needed to register their message headers and templates with telecom companies. However, the new regulations require a more thorough process, including content registration. Telecom operators will now block any messages that don't match the registered content.

The Impact of the TRAI Directive

These changes affect businesses across industries. According to industry data, about 1.5 to 1.7 billion commercial messages are sent daily in India, totaling around 55 billion monthly messages.

For businesses, this means a potential delay in reaching customers or, in some cases, failure to deliver messages entirely. Whether it's a one-time password (OTP), transactional update, or promotional offer, the risk of non-compliance is high.

Challenges Posed by the New Regulations

The TRAI's new regulations aren't just minor adjustments; they represent a significant shift in how SMS marketing is conducted in India. If businesses do not comply, they face serious repercussions, disrupting their operations and impacting their bottom line. Let's break down the key challenges:

Risk of Messages Being Blocked

Under the new TRAI directive, businesses must register with telecom operators for their message headers and the entire content of their SMS campaigns. Every message template, including URLs, links, or special codes, must be pre-approved and registered.

But what happens if you don’t comply? Telecom operators will block any message that doesn’t match the pre-registered template. This isn’t just a theoretical risk—it’s a genuine possibility. This delay or failure to deliver crucial information can have severe consequences, such as:

  • Customer dissatisfaction. Customers expect seamless communication, especially during transactions. If they don’t receive OTPs, payment confirmations, or other essential messages, trust in the business can erode.
  • Revenue loss. Disrupted communication can lead to missed sales opportunities, unprocessed transactions, or abandoned purchases. This can translate to significant revenue losses for businesses, particularly those in e-commerce.
  • Operational inefficiencies. Businesses might need more time and resources to fix these issues, diverting attention from core operations.

These are just a few examples of the operational headaches from non-compliance. Failing to register your message templates can severely impact your ability to communicate with your customers effectively.

The Challenge of Using Standard or Public Domains

Another challenge that businesses face is using standard or public domains in their SMS campaigns. Many companies use public domains (e.g., generic URL shorteners or shared domains) because they are easy and cost-effective. However, with the new regulations, this practice is no longer viable.

Why is this a problem? Telecom operators are now required to whitelist only registered and approved domains. This means that any message containing a link from a public domain could be blocked automatically by the telecom operators.

Here are some significant implications to be concerned about:

  • Increased risk of blocked messages. If your SMS campaign includes a link to a public domain, there’s a high chance that your message won’t be delivered. This can be particularly damaging if your campaign is time-sensitive, such as a limited-time offer or a flash sale.
  • Loss of customer engagement. Links are often used in SMS campaigns to direct customers to a website, landing page, or special offer. If these links are blocked, customers won’t be able to engage with your campaign, resulting in lower conversion rates and reduced effectiveness of your marketing efforts.
  • Compliance issues. Continuing to use public domains in your SMS campaigns could put your business at risk of non-compliance with TRAI regulations, leading to further complications.

The new regulations also challenge businesses using standard or public domains in their SMS campaigns. Telecom operators may not whitelist public domains, making complying with the new rules harder.

The Need for Customization

With the new TRAI regulations, businesses must adopt custom domains to ensure their SMS campaigns aren't disrupted. Generic or public domains will likely be blocked, leading to missed communications and frustrated customers.

Custom domains unique to your business increase the chances of being whitelisted by telecom operators. This helps ensure your messages are delivered reliably. Moreover, custom domains allow enterprises to maintain their brand identity and security, reinforcing customer trust.

By using a domain that’s tied to your brand, you can avoid regulatory challenges while keeping your messaging consistent and trustworthy.

The Solution: Leveraging Custom Domains

Custom domains are crucial for businesses to comply with the new SMS regulations. Public domains often get blocked due to their generic nature, but custom domains, once registered and approved by telecom carriers, are more likely to be whitelisted.

This ensures that your messages reach their intended recipients without interruption. Beyond regulatory compliance, custom domains enhance brand recognition and security. Customers are more likely to trust messages coming from a recognizable, branded domain, which can lead to higher engagement rates.

Businesses must purchase custom domains, ensure they are appropriately registered with telecom operators, and meet all necessary regulatory requirements to leverage them effectively.

How Short.io Can Help

Short.io offers a straightforward solution for businesses looking to comply with the new TRAI regulations. They specialize in helping companies acquire and register custom domains and ensure that their SMS campaigns meet the necessary guidelines.

By providing tools to create and manage short links that comply with these regulations, Short.io helps businesses communicate effectively with their customers.

Moreover, Short.io is a budget-friendly option, making it accessible even for small and medium-sized businesses in India. While the new regulations could increase costs by disrupting SMS marketing, using custom domains through Short.io is a cost-effective solution that ensures compliance without breaking the bank.

With Short.io, businesses can confidently navigate the new regulatory environment, ensuring their messages are delivered securely, efficiently, and affordably.

Ensuring Compliance and Success

In light of the new TRAI regulations, businesses must take proactive steps to ensure compliance. Custom domains offer a solution that meets regulatory requirements and enhances brand recognition and security.

Shorteners like Short.io can help businesses navigate these changes effectively, ensuring their SMS campaigns remain successful. By investing in custom domains and working with trusted partners, companies can adapt to the new regulations and continue to reach their customers without disruptions.