THE TELECOM REGULATORY Authority of India (Trai) recently asked all telecom operators to follow a digital consent acquisition (DCA) process to seek user consent for receiving promotional texts and calls. While this is a welcome move, several brands have now jumped onto WhatsApp for promotional messages. Currently, there is no regulation for calling apps.
The Department of Telecommunications had last year sent Trai a reference on whether calling apps should be regulated. Trai is yet to come out with a consultation paper on it.
The draft telecom Bill has also talked about the intent of regulating calling apps, but the Bill is yet to be tabled in Parliament.
While some users have taken to social media to complain about brands swooping in at a place meant to be a personal messaging experience, the arrangement has proved to be lucrative for both brands and WhatsApp Business, which was launched in India in 2018 to allow businesses to directly connect with consumers over WhatsApp.
At a recent media summit held in Mumbai, Sandeep Varaganti, CEO of JioMart, the e-commerce arm of Reliance Retail, said the company is seeing month-on-month growth of 30-40% in its business via WhatsApp. Notably, JioMart had, in August last year, announced integration with WhatsApp to offer users an end-to-end experience where they could shop and pay for JioMart products on WhatsApp itself. It shows the innovation in this space, and there is no reason yet for it to stop.
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