The Telecom Regulatory Authority of India (TRAI) issued a notification in December 2010 that protects India's 700 million mobile phone users from mobile spam. TRAI will release an updated NCPR (National Consumer Preference Registry) register twice a week. India's group messaging company has announced their solution to this problem: the SMS GupShup Scrubber.
The Scrubber enables both large and small telecom companies to "scrub" mobile and landline numbers and classify them as per the updated guidelines of the TRAI. Dr. Viswanath Ramachandran, Chief Technology Officer of SMS GupShup, is excited about the
launch of this new product, saying, "The Scrubber will allow people to harness the power of the mobile medium responsibly. Marketers will now be able to target mobile users more effectively, and communicate with only those who are interested in receiving their communications providing an end to mobile spam. The launch of the Scrubber will, undoubtedly, provide great relief for brands and advertisers who have struggled with the fine line between mobile marketing and spam in the past, and have massive databases to clean."
Once mobile users register their preferences in the TRAI's NCPR register the telemarketers and operators will filter out all messages that are not in accordance with the consumer's preference. After the new guidelines go into effect, heavy monetary fines will be imposed on carriers and telemarketers who do not comply. All telemarketers have to register into a separate National Telemarketing Registry, along with payment of an upfront deposit.
