New Delhi: The Telecom Regulatory Authority of India (TRAI) has instructed all access providers to enforce pre-tagging of all variable components in SMS content templates used for commercial communication, the government said on Tuesday.

Variable components, such as URLs, app download links, and callback numbers that change depending on recipients or over time, must now be explicitly tagged, according to an official statement.

Under the new rules, senders must tag each variable field at the time of template registration and specify its intended use. “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 or scrub them to determine whether the inserted values are from whitelisted doma

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