TRAI (Telecom Regulatory Authority of India) rules govern
commercial communications that prevent spam and ensure clarity towards the consumer. The issue for Principal Entities (PEs) is managing a chain of PE IDs under this regulatory compliance. Here is a step-by-step explanation of how it functions and what your company must do:
What is a PE ID Chain?
PE ID:
A unique number granted to every Principal Entity at the time of DLT (Distributed Ledger Technology) platform registration.
This ID is compulsory for sending telemarketing communication like SMS and voice calls.
It will provide accountability and traceability of all communications that the PE sends.
Chain:
It refers to the linkage between the Principal Entity (your company), the Telemarketers (partners who send messages on your behalf), and the end recipients (customers).
The chain is established to provide a clear record of responsibility and compliance at every step.
How It Works?
Registration on DLT Platform:
Your business needs to register as a Principal Entity (PE) with a valid PE ID.
TAN, GST Registration, or other KYC documents are needed in this process.
Registration gives the assurance that your business is a legitimate sender of commercial communication.
Header and Template Registration:
Headers: The PE-registered alphanumeric or numeric strings that represent the message sender. For example:
Transactional Messages: "TECHTO"
Promotional Messages: "565690"
Templates: pre-approved message formats registered on the DLT platform. They ensure that all the communication is compliant and not spam.
Telemarketer Authorization:
The PE chooses and approves a Telemarketer for example, your Bulk SMS provider on the DLT platform, to send messages on their behalf.
The telemarketer will use your PE ID along with registered headers/templates, send SMS or voice messages to your customers
Consent Management:
You must record and upload explicit or implicit consent from your customers to the DLT platform.
This way, you will ensure that only opted-in customers receive the communication.
Monitoring and Traceability:
Each message sent using your PE ID is logged in the DLT system. Full traceability is ensured.
The regulatory authorities can audit and monitor the communication for compliance.
What You Need to Do?
Register Your PE ID:
Complete the DLT registration by uploading the KYC documents if required. Also, pay and update the business-related information.
Registration of Headers and Templates
Log in on the DLT portal to set up the headers and registration of message templates.
All the content shall comply with guidelines of TRAI and have the mandatory options for opt-out from promotional messages.
Consent Records
Maintain customer consent records and upload the same in the DLT portal.
Update the consent database regularly as per the mandates of TRAI.
Allow a Telemarketer:
Collaborate with your service provider, say Techto Networks, to associate your PE ID with their telemarketing services.
Verify that the telemarketer complies with DLT and TRAI regulations.
Monitor Communication:
Log in to the DLT portal periodically to check your headers, templates, and message logs for compliance.
Resolve any discrepancy raised by the system within time.
Keep Yourself Updated:
Keep yourself updated on any amendments in TRAI regulations to avoid penalties or even suspension of services.
Effective management of the PE ID Chain means ensuring smooth operation, regulatory compliance, and protection of your brand's reputation. Let me know if you need help with a specific step or additional details about DLT processes!
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