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📢 Important Update: New Regulatory Direction for India LOCAL Traffic as issued by the Telecom Regulatory Authority of India (TRAI)
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📢 Important Update: New Regulatory Direction for India LOCAL Traffic as issued by the Telecom Regulatory Authority of India (TRAI)
We would like to inform you about the latest TRAI directive dated 20th August 2024 on CTA (Call To Action) whitelisting (URL/OTT URL/APK/Callback number), aimed at preventing the misuse of Headers and Content Templates.
The TRAI rule will impact only the local traffic of India to India and for the Indian Brands who are sending the domestic traffic.
The Brand owners (Local Entities) are required to complete the URL whitelisting procedure through the DLT portal if their template contents (message text) contain any URLs, OTT links, APKS or callback numbers, regardless of whether they are static or dynamic.
For your convenience, the entire clause from the Direction is provided below:
Now, therefore, on holistic review of the implementation related issues raised by the Access Providers, the Authority, in exercise of the powers conferred upon it under section 13, read with sub-clauses (i) and (v) of clause (b) of sub-section (1) of section 11, of the Telecom Regulatory Authority of India Act, 1997 (24 of 1997) and the provisions of the Telecom Commercial Communications Customer Preference Regulations, 2018 (6 of 2018) and in partial modification of Direction No. D-27/1/(2)/2024-Q0S (E-13563) dated the 20th August 2024, hereby directs all the Access Providers to ensure that the traffic containing URLs/ APKS/ OTT links, which are not whitelisted, is not permitted with effect from the 1* October, 2024; 7.
(c) as far as the implementation of call back numbers is concerned, it requires further deliberation among Access Providers;
6. The revised timelines for implementation of call back numbers shall be fixed separately;
Additionally, please be informed that the URLs/OTT URLs/APK/Callback whitelisting capabilities have been recently fully developed and are operational on all DLT portals. Operators are also routinely communicating this information to all of their DLT registered entities.
To ensure compliance, kindly verify and whitelist all your message templates containing URLs/OTT URLs/APK/Callback numbers on the DLT portal.
In an effort to streamline the process, we have included the CTA Whitelisting User Manual and an FAQ document for various operators.
Further important clarification on CTA Whitelisting given by the Operators:
• Whitelist all your URLs/APK files/OTT links/Callback Numbers that will be sent as part of the variable or static in the actual SMS.
• You can whitelist either the complete URL or a dynamic URL up to the domain name.
• For URLs with both static and dynamic parts, register the static part of the URL.
For Long / Static URL: While scrubbing the message, TSPs will ensure full match with the long/ static URLs whitelisted. No redirection is permitted from these long URLs.
For Long with Dynamic URL:
No redirection is permitted.
The Dynamic URL must end with query parameter (?).
Messages with dynamic path will NOT be allowed, unless they end in query parameter (?).
Whitelist Short URL –
If a PE intends to use URL shortening in their message content, then they must associate an Active Header with domain of URL Shortening service provider and whitelist the same.
e.g https://t.jio/JIODLT where JIODLT is a registered header of the PE
https://bit.ly/ABCDBK/ where ABCDBK is a registered header of the PE
Similar rules are applicable for Social Media links (e.g. wa.me, fb.me, ig.me, etc.)
Whitelisting of URL should begin with only and only http or https (for Static and Dynamic) and shorten URL should begin with only http or https.
During submission, only https or https will be acceptable.
Whitelist Short Codes –
We have Introduced the option for whitelisting “Short Code” under “Number” -> "Toll-Free"
e.g. – 1909, 100, 121
Short Codes will be allowed ranging from 3 to 6 digits
Please note that CTA whitelisting is mandatory; failure to whitelist any URLs whether in variable or static content registered in your templates will result in blocked messages to your customers starting October 1, 2024.
We would like to inform you about the latest TRAI directive dated 20th August 2024 on CTA (Call To Action) whitelisting (URL/OTT URL/APK/Callback number), aimed at preventing the misuse of Headers and Content Templates.
The TRAI rule will impact only the local traffic of India to India and for the Indian Brands who are sending the domestic traffic.
The Brand owners (Local Entities) are required to complete the URL whitelisting procedure through the DLT portal if their template contents (message text) contain any URLs, OTT links, APKS or callback numbers, regardless of whether they are static or dynamic.
For your convenience, the entire clause from the Direction is provided below:
Now, therefore, on holistic review of the implementation related issues raised by the Access Providers, the Authority, in exercise of the powers conferred upon it under section 13, read with sub-clauses (i) and (v) of clause (b) of sub-section (1) of section 11, of the Telecom Regulatory Authority of India Act, 1997 (24 of 1997) and the provisions of the Telecom Commercial Communications Customer Preference Regulations, 2018 (6 of 2018) and in partial modification of Direction No. D-27/1/(2)/2024-Q0S (E-13563) dated the 20th August 2024, hereby directs all the Access Providers to ensure that the traffic containing URLs/ APKS/ OTT links, which are not whitelisted, is not permitted with effect from the 1* October, 2024; 7.
(c) as far as the implementation of call back numbers is concerned, it requires further deliberation among Access Providers;
6. The revised timelines for implementation of call back numbers shall be fixed separately;
Additionally, please be informed that the URLs/OTT URLs/APK/Callback whitelisting capabilities have been recently fully developed and are operational on all DLT portals. Operators are also routinely communicating this information to all of their DLT registered entities.
To ensure compliance, kindly verify and whitelist all your message templates containing URLs/OTT URLs/APK/Callback numbers on the DLT portal.
In an effort to streamline the process, we have included the CTA Whitelisting User Manual and an FAQ document for various operators.
Further important clarification on CTA Whitelisting given by the Operators:
• Whitelist all your URLs/APK files/OTT links/Callback Numbers that will be sent as part of the variable or static in the actual SMS.
• You can whitelist either the complete URL or a dynamic URL up to the domain name.
• For URLs with both static and dynamic parts, register the static part of the URL.
For Long / Static URL: While scrubbing the message, TSPs will ensure full match with the long/ static URLs whitelisted. No redirection is permitted from these long URLs.
For Long with Dynamic URL:
No redirection is permitted.
The Dynamic URL must end with query parameter (?).
Messages with dynamic path will NOT be allowed, unless they end in query parameter (?).
Whitelist Short URL –
If a PE intends to use URL shortening in their message content, then they must associate an Active Header with domain of URL Shortening service provider and whitelist the same.
e.g https://t.jio/JIODLT where JIODLT is a registered header of the PE
https://bit.ly/ABCDBK/ where ABCDBK is a registered header of the PE
Similar rules are applicable for Social Media links (e.g. wa.me, fb.me, ig.me, etc.)
Whitelisting of URL should begin with only and only http or https (for Static and Dynamic) and shorten URL should begin with only http or https.
During submission, only https or https will be acceptable.
Whitelist Short Codes –
We have Introduced the option for whitelisting “Short Code” under “Number” -> "Toll-Free"
e.g. – 1909, 100, 121
Short Codes will be allowed ranging from 3 to 6 digits
Please note that CTA whitelisting is mandatory; failure to whitelist any URLs whether in variable or static content registered in your templates will result in blocked messages to your customers starting October 1, 2024.
This incident affects: Regulatory Updates.