The unlimited SMS packs have been smashed down with the new move of Telecom Regulatory Authority of India (TRAI). Despite of continuous opposition from the telecom operators, TRAI is firm at its decision to restrict SMS to 100 per day per SIM for all subscribers. TRAI has come at this decision to curb the menace of pesky SMSs such as promotional and advertising messages. However, this restriction will not be valid on the festive days.
The schedule of sending not more than 100 SMS a day will come into effect from 27th of September, 2011. According to TRAI the effectiveness of this move will impede telemarketers from annoying subscribers with spam calls and SMS.
Before this move, TRAI announced Per Day Per SIM (PPDS) rule. This rule asked the telecom operators to withdraw SMS service packs that allow service providers to send more than 100 SMS a day.
In reaction of the move of TRAI, Cellular Operators Association of India (COAI) urged the telecom regulator to reconsider its decision saying that the move of not allowing subscribers to send more than 100 SMS a day is against the fundamental right.
By limiting the numbers of SMS that can be send per day per SIM, the TRAI has created discontent among the youth. Young cell phone users are highly reliable on SMS packs for communication instead of costly calls. They extensively use the messaging services to communicate with friends.