Getting flooded with promotional calls and texts could soon become a lot easier to control. The Telecom Regulatory Authority of India (TRAI) announced on Wednesday that SMS notifications will soon be sent to a limited set of mobile users as part of a pilot project to digitise and standardise customer consent for promotional communications. The initiative, if implemented, will be a major step toward modernising India’s consent framework and giving consumers control over how businesses and banks contact them. Advertisement

The Digital Consent Acquisition (DCA) pilot brings together nine telecom operators and eleven major banks, including SBI, PNB, Axis Bank, HDFC Bank, ICICI Bank, Kotak Mahindra Bank, Canara Bank, Bank of Maharashtra, IndusInd Bank, Indian Overseas Bank and Punjab & Sind B

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