TRAI issues Direction to Mandate Pre-Tagging of Variables in SMS Content Templates to Curb their Misuse in Commercial Communication

Key Points

1. TRAI mandates pre-tagging of variables in SMS content templates.
2. The direction was issued on **November 18, 2025**.
3. Variable components include URLs, application download links, and callback numbers.
4. Senders must explicitly tag each variable field at the time of template registration.
5. Access Providers and Principal Entities have 60 days to modify existing templates.
6. The Direction reinforces the safeguards under the TCCCPR, 2018.