The Telecom Regulatory Authority of India (TRAI) has issued directions to all access providers mandating the pre-tagging of all variable components used in SMS content templates for commercial communication.

Variable components typically include elements such as URLs, application download links, or callback numbers that may change from recipient to recipient or from time to time, while the rest of the message text remains static.

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Under the new requirement, senders must explicitly tag each variable field at the time of template registration, i.e., must specify the purpose for which the variable is going to be used. For example, tagging a variable as #url# implies that the variable contains a URL.

Unless these variable fields are pre-tagged, Access Providers cannot identify

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