In a refreshing turn of events, the era of unsolicited promotional SMS cluttering your inbox might be coming to an end.

What Happened? Previously, telecom operators like Airtel and Jio were in the dark about which companies had the green light to ping you. This meant any enterprise could bombard you with ads.

Enter the Digital Consent Acquisition (DCA) process. Now, companies must get your thumbs-up before they can send you promotional messages. You’ll receive a request via SMS from a “127xxx” code, detailing the company’s name and intent, and only with your go-ahead can they proceed to send you more.

Wondering who’s got access to your number? Your telecom provider’s app will let you peek at the list of entities you’ve given the nod to.

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The financial bigwigs — banks, insurers, traders — were the first to get the memo, and by November 30, 2023, expect the rest to follow suit.

Why it matters? This initiative isn’t just about cutting down on annoyance; it’s a strategic move to reduce fraud through these messages.

In a broader context, TRAI’s Tuesday directive is part of a larger crackdown on spam. The DCA system is a digital handshake between you and the companies, ensuring that only the messages you’ve agreed to receive make it to your inbox. This system is built on a shared ledger technology, ensuring transparency and control remain in your hands.

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