In order to provide transparent and effective services to customers and users, and move towards self-regulation, 7 of the largest sms aggregators and marketers have signed a Code of Conduct under the aegis of Internet and Mobile Association of India [IAMAI]. The Code of Conduct, inter alia, puts a self imposed ban on these companies to use the overseas orgination route for marketing SMS, especially to users listed in the NCPR. The companies that have signed the Code of Conduct are: ACL-wireless; Air2web, Netcore, Pinnacle Teleservices; SMS Gupshup; Unicel technologies; ValueFirst.
Commenting on the Code of Conduct IAMAI president, Dr Subho Ray mentioned, “In order to be really effective we would like all the 2,800 odd registered telemarketing companies and a couple of telcos who actively promote these services to urgently adopt and abide by this Code of Conduct”. He added, “Some of the industry leaders have made the first move, others must follow in the spirit of enlightened self-interest; we can not afford to leave loopholes in the system.”
An empowered group at IAMAI representing sms aggregators would implement the Code of Conduct and IAMAI would seek the Regulator’s guidance in making the Code of Conduct more inclusive and effective.
An industry spokesperson, who did not wish to be named, commented “we sincerely hope that enterprises will be discerning by diverting their business to companies which are compliant and protect their brands and help us provide relief to the end users.”