Lack of preparedness on the part of mobile operators may force the Telecom Regulatory Authority of India (TRAI) to extend its January 1, 2011 deadline to begin its crackdown against telemarketing companies for making unsolicited calls and sending SMS.

After TRAI’s new guidelines on unsolicited telemarketing calls issued last month, organisations of mobile operators had sought extension of the deadline by at least three to four months pleading technical difficulties and contract signed by them with telemarketing companies.

Industry association representing both GSM and CDMA operators had approached both TRAI and the Department of Telecommunications seeking more time for setting up infrastructure to filter pesky calls so that they do not get through to subscribers. They had also quoted their contractual agreement telemarketing companies. TRAI source said registration of telemarketers and subscribers is likely to begin on January 15, 2011.

TRAI will also issue a new set of numbers starting with ‘70′ for telemarketers so that any unregistered subscribers can identify commercial calls and decide whether to accept or reject them.

Similarly, no telemarketing calls will be made between 9 p.m. and 9 a.m.

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