Key facts
- Telecom operators Bharti Airtel, Reliance Jio, and Vodafone Idea are demanding sole control over digital consent for commercial communications in India.
- They argue that other licensed providers like Quadrant Televentures and STPL contribute to spam and should not collect consent.
- Airtel provided data indicating a large portion of spam-related entities and templates are linked to these other operators.
- Banks and other businesses oppose the telcos' demands, citing concerns about high costs and potential lack of fair competition.
- The dispute centers on who should own and manage consumer consent for commercial SMS and calls under India's digital framework.
A significant disagreement is emerging in India between major telecom operators and businesses, including banks, regarding the implementation of the country's digital consent framework for commercial SMS and calls. Telecom giants like Bharti Airtel, Reliance Jio, and Vodafone Idea are pushing for exclusive control over consent ownership, asserting their direct access to the majority of consumers. They argue that other licensed entities, such as Quadrant Televentures and STPL, should not be permitted to collect consent, as they allegedly lack subscribers and contribute to spam.
Airtel, in a letter to the Telecom Regulatory Authority of India (TRAI), highlighted concerns by stating that these other service providers act as "risk-free originators." The company provided data indicating that 93% of the 32,042 entities blacklisted on an anti-spam platform were linked to two such operators. Furthermore, Airtel claimed that 45% of all blacklisted templates during the quarter ending March 2026 were associated with these networks, and over 80% of unsolicited commercial communication complaints regarding voice calls in January 2026 originated from them.
Reliance Jio has echoed these concerns, advocating for consent management to remain solely with the subscriber-serving telecom operators. However, other stakeholders in the discussion have voiced opposition. One participant suggested that the telcos' demands are driven by the substantial monetization potential of the digital consent solution, leading dominant operators to seek full control. This participant expressed hope that TRAI would ensure fair competition in the matter. Banks, in particular, are reportedly concerned about the potential for a high cost burden if the dominant telcos dictate the terms of consent collection.