Financial institutions face operational challenges as a result of the new Trai mandate

While most banks have indicated that they may not be affected by the Telecom Regulatory Authority of India (Trai) mandate to block messages containing unregistered URLs, OTT links and APKs (as they typically do not send marketing content), financial institutions that do send promotional messages are expected to face operational challenges.

These challenges include the need to whitelist every communication link, work with telecom companies, and update systems to ensure seamless customer communication after registration.

Trai has directed telecom companies to block messages containing unregistered URLs, OTT links, APKs or callback numbers from September 1. Financial institutions and many other