TRAI tightens anti-spam rules with AI detection, faster action and consumer appeals
TRAI has amended telecom commercial communication rules, introducing AI-based spam detection, tighter action against repeat offenders, regulation of automated calls and a new consumer appeal mechanism.
Major telecom service providers already use AI/ML systems to identify suspected spam and alert customers.
NEW DELHI: The Telecom Regulatory Authority of India (TRAI) has tightened the regulatory framework governing unsolicited commercial communications (UCC), bringing in artificial intelligence-based detection, faster complaint-triggered action, stricter accountability for senders and telemarketers, and a new appeal mechanism for consumers.
The changes have been introduced through the Telecom Commercial Communication Customer Preference (Third Amendment) Regulations, 2026, following a consultation process that began in March. TRAI received comments and counter-comments from stakeholders and held an Open House Discussion on June 3 before finalising the amendments.
AI to identify suspected spam senders
A key change is the formal integration of AI and machine learning into enforcement against suspected UCC.
Major telecom service providers already use AI/ML systems to identify suspected spam and alert customers. Under the amended framework, Regulation 21A requires telecom service providers to identify Calling Line Identifications (CLIs) with a high probability of being used for UCC and share relevant information among service providers.
Where five or more CLIs associated with a sender are flagged within 10 days, access providers can initiate further investigation and graded enforcement. Measures can include KYC re-verification, physical verification, suspension of outgoing services and, in cases involving repeated violations or misuse of telecom resources, disconnection of the telecom resource.
At the same time, TRAI has sought to protect legitimate commercial and government communications. Calls from designated regulated series such as 140xx, 1600xx and 1601xx will not be flagged as suspected spam for recipients.
Automated calls brought under regulation
The amendments also bring Application-to-Person (A2P) voice calls within the regulatory framework.
A2P calls include calls initiated through applications, software systems or automated platforms without direct human dialing, including autodialling, robocalls and pre-recorded or artificial voice technologies. Entities using A2P calls will have to declare such use to their telecom service provider in advance, along with the CLIs that will be used.
A2P calls made without the required declaration will be treated as UCC. TRAI has also introduced a termination charge of up to ₹0.05 per minute for such calls, although calls made through authority-designated regulated commercial numbering series and authorised calls will be exempt.
Consumer complaints to trigger faster action
TRAI has lowered the threshold for complaint-based action when complaints are supported by AI-based detection.
Under the earlier mechanism, five or more unique complaints within 10 days could trigger action against a sender. The amended framework allows action when three or more unique complaints are received within 10 days, provided the sender’s CLI is also flagged by an AI/ML system as suspected of UCC.
The move is intended to allow earlier identification of suspected spammers and faster enforcement.
Consumers get right to appeal
For the first time under the amended framework, consumers will have an explicit appeal mechanism against the resolution of UCC complaints.
An appeal can be filed within 15 days before the Appellate Authority and can be submitted through the TRAI DND App, telecom service provider apps or portals, or by calling or sending an SMS to 1909, besides other prescribed modes.
Seven-day limit for inquiry-based communication
The amendments also clarify when businesses can contact consumers following an inquiry.
Commercial communication based on an inquiry by a customer for goods or services will be permitted only for seven days from the date of the inquiry. The inquiry must be made in writing or digitally and maintained by the sender in a verifiable form. TRAI said the provision is intended primarily to facilitate e-commerce and e-service platforms while preventing the facility from being misused for spam.
Stronger safeguards for headers and templates
The amended regulations impose tighter obligations when headers or content templates used for commercial communication are misused.
An originating access provider must suspend a misused header or content template within six hours of becoming aware of the misuse and issue notice to the concerned sender. Senders must take prescribed remedial measures and file a complaint with the appropriate law-enforcement agency.
Where misuse is attributed to a telemarketer, all its telecom resources across telecom service providers can be disconnected for one year, along with blacklisting.
Telecom agreements to carry mandatory safeguards
TRAI has also moved to strengthen contractual accountability between telecom service providers, senders and telemarketers.
The authority observed that competitive considerations could result in service providers not always imposing sufficiently strict conditions on senders and telemarketers. The amended framework allows TRAI to prescribe essential conditions that must mandatorily be incorporated into agreements between access providers and commercial communication entities.
The authority can also classify senders into different categories based on factors such as the criticality of their services, economic importance, scale of operations and potential consumer impact, with differentiated enforcement measures for different categories.
Call-management apps face new restrictions
The amendments also address the possibility of legitimate commercial and government calls being incorrectly blocked or tagged as spam by call-management applications.
Such applications will not be permitted to blanket-block, filter or spam-tag calls from authority-designated numbering series such as 1600xx, 1601xx and 140xx. Consumers, however, will retain the ability to individually block or filter calls on their own devices.
Call-management applications will also be required to send reports of unsolicited commercial communications to the Distributed Ledger Technology (DLT) platform maintained by access providers if they offer users a facility to report spam.
For Virtual Network Operators, the amendments provide for a real-time digital interface with the DLT platform and other systems through the Network Service Operator, enabling VNOs to meet their obligations under the regulations.
TRAI said the amendments are aimed at strengthening consumer confidence in the commercial communication ecosystem, increasing accountability among stakeholders and enabling more effective and timely action against misuse of telecom resources for spam.
