Telcos, retailers clash with TRAI over consent regime as 40-45 paise per-consent fee threatens 2.8L entities
India's digital consent framework for commercial SMS and calls has triggered a standoff between telcos (Airtel, Jio, Vi) and businesses including banks, e-commerce and retailers. TRAI's proposed 40-45 paise per-consent charge and disputes over consent ownership affect 280,000+ registered entities, with HDFC alone citing Rs 4.8 crore in annual costs across 120 million customers.
Telcos and businesses including banks, e-commerce and retailers clash over India's digital consent framework for commercial SMS/calls. TRAI faces disputes on consent ownership and 40-45 paise per-consent charges affecting 280,000+ registered entities relying on commercial messaging.