For this purpose, advertising media include print, radio, TV and the internet. But none has the reach, focus and potential of the humble SMS (short message service).<\/p>

The 160 characters that make up an SMS can reach everyone, making messaging a sought-after and cost-effective medium. SMSes typically have a high open rate of over 90%, and a higher response rate than other channels, thereby making them a preferred medium for business-to-consumer (B2C) engagement.<\/p>

As evident from the 20 billion-plus application-to-person (A2P) messages a month sent in India alone, commercial communication has been extremely valuable for enterprises, telemarketers and telecom operators.<\/p>

Predominantly used for transaction alerts, service messages and promotions, global A2P messaging volumes were over 1.7 trillion in 2017 and are expected to rise beyond 2.7 trillion by 2022. However, not all messages are aligned with customer consent and preference, many constituting unsolicited commercial communication (UCC).<\/p>

UCC inconveniences end customers in several ways: spam, fraud, phishing, privacy breaches, etc. According to a 2016 Mobile Ecosystem Forum survey, more than 25% of customers worldwide receive an unsolicited SMS every day, with over 50% of the respondents reporting one weekly.<\/p>

Further, about 30% of the respondents have received at least one phishing message to trick them into disclosing personal data. Though the Telecom Regulatory Authority of India (Trai) has facilitated a \u2018Do Not Disturb\u2019 (DND) directory, unscrupulous elements have found unique ways to target customers. According to Trai, more than two million complaints about UCC have been recorded till July 2018.<\/p>

Globally, regulators have tried, with varying degrees of success, to ensure customers are safeguarded from UCC and subsequent frauds and privacy breaches. This includes introducing regulations, defining penalties and driving customer awareness programmes.<\/p>

However, in the absence of technology to monitor such initiatives, it has been increasingly difficult to ensure compliance. In regions such as the US, the EU, and Britain, regulators have actively engaged with stakeholders to ensure the creation of comprehensive regulatory frameworks to curb UCC.<\/p>

Britain and the EU have also started exploring options around blockchain-based solutions. In this context, the recent \u2018Telecom Commercial Communication Customer Preference Regulation, 2018\u2019 by Trai is a welcome step to drive compliance and create a cleaner ecosystem.<\/p>

The regulation is particularly pathbreaking as it envisages using distributed ledger and blockchain technology to increase trust and transparency by having a secure audit trail and artificial intelligence (AI) to enhance UCC pattern detection and resolution significantly. This would allow for a cleaner ecosystem and deliver rich customer experience.<\/p>

The regulation is focused on \u2018customer consent and preferences\u2019 as critical drivers for commercial communication, with data privacy being the underlying theme. Customers will now be empowered to choose when and what communication they receive, and from which enterprises they prefer to receive notification. Any deviation from a telemarketer will disallow message delivery to customers as the technology architecture will scrub these messages.<\/p>

India could be the first country to have such a comprehensive technology-based solution against UCC.<\/p>

Trai has placed the onus on telcos to ensure awareness for customers to exercise their discretion. The industry is responding.<\/p>

Further, other industry players such as IBM, TechMahindra and Tanla Solutions have also initiated efforts to create innovative solutions. Customers benefit, by accessing relevant communication. Enterprises benefit, by ensuring communications reach target customers.<\/p>

Based on blockchain principles, this could have many other use cases beyond telecom, such as in financial services, customer KYC and identity management.<\/p>","blog_img":"","posted_date":"2019-03-16 10:37:02","modified_date":"2019-03-16 10:37:02","featured":"0","status":"Y","seo_title":"Ridding the No-Nos in SMSes","seo_url":"ridding-the-no-nos-in-smses","url":"\/\/www.iser-br.com\/tele-talk\/ridding-the-no-nos-in-smses\/3476","url_seo":"ridding-the-no-nos-in-smses"},img_object:["","retail_files/pic_author_1399353535_temp.jpg"],fromNewsletter:"",newsletterDate:"",ajaxParams:{action:"get_more_blogs"},pageTrackingKey:"Blog",author_list:"Sanjay Kapoor",complete_cat_name:"Blogs"});" data-jsinvoker_init="_override_history_url = "//www.iser-br.com/tele-talk/ridding-the-no-nos-in-smses/3476";">