In an attempt to ward off excessive telemarketing calls and messages, the Telecom Regulatory Authority of India (TRAI) beginning from today, started implementing the 100 sms per day, per SIM directive, about which it has been educating the masses, since sometime now. Simply put, according to this ruling, the number of SMSes one can send from per mobile, per SIM has been limited to 100. According to the directive on the official TRAI website, “And whereas clause (ka) of sub-regulation (2) of regulation 20 of the regulations provides that no Access Provider shall permit sending of more than one hundred SMS per day per SIM; 5. And whereas clause (kb) of sub-regulation (2) of regulation 20 of  the regulations further provides that  the Authority may by direction, from time to time, specify the category of SMS which shall be excluded from the limit of one hundred SMS per day per SIM;

Directive TRAI

Directive TRAI

However, the directive would invariably mean that those with more than one SIM card will be able to send more SMSes. An exception to this ruling would be the messages sent during festivals and several shows on television today, popularly referred to as reality shows, among others who depend on SMS-based voting (special rates), revenues from which are proving to be a major booster for telecoms. 

TRAI directive

Exceptions to TRAI's directive

The directive further adds that no 'access provider' will issue any special tariff packs, seasonal packs, student packs, and the likes assuring the user of more than 100 SMSes per day, per SIM, unless of course it's a telemarketer who has registered himself. 

The move has by all means made heads turn, and people sit up and take notice. India is home to a whopping 800 million mobile subscribers, and a lot of these prefer sending an SMS on a regular basis, some of them well exceeding the 100 SMS limit, till today. It now remains to be seen how well, or otherwise this move gets picked up by the people.

Do let us know what are your views are on this in the comments section below. You could read TRAI's official directive, here.

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