We’re not sure what the motivation for this is, but seven SMS aggregators, apparently with the support of the Internet and Mobile Association of India has put together a Code of Conduct, which it says is a move towards self regulation. Seven companies have signed the code of conduct document: ACL-wireless; Air2web, Netcore, Pinnacle Teleservices; SMS Gupshup; Unicel technologies; ValueFirst. Remember that this code of conduct is not representative of the entire digital industry since the IAMAI represents only its members, not the industry as a whole.

The Code of Conduct is rather vague, essentially stating that they’ll do what the regulator has said and abide by the regulations. The only stipulation outside the norms instituted by the TRAI is choosing to shun the International SMS route. This is perhaps a tactic to get the regulator to loosen the guidelines the little more, but frankly, this wouldn’t have been needed if the industry had heeded the warnings of the regulator, and formulated a code of conduct before the SMS Spam guidelines were finalized. Nevertheless, this is a move in the right direction.

The IAMAI Code of Conduct for SMS Aggregators

The following companies engaged primarily in the business of mobile marketing as well as SMS aggregation, solutions and telemarketing; and also registered as telemarketers with the Telecom Regulatory Authority of India, hereby adopt the following code of conduct with a view to an orderly and accelerated growth of our business.
1. We will abide by all the rules and regulations set by the Regulator from time to time for our industry in as much as the rules and regulations are introduced after a due and substantial consultative process with the industry.
2. We will not violate the current TCCCP Guidelines of Dec 1, 2010 and subsequent amendments thereof in any manner either in spirit or in letter.
3. We will especially take every step to make sure that users listed in the NCPR registry are not disturbed through “unsolicited commercial” SMS.
4. We also resolve not to adopt the “overseas origination” path to push unsolicited SMSes to those listed on the NCPR registry
5. We will actively keep the regulator informed of practical and operational difficulties that we may face in compliance and work with the regulator to find solutions to overcome the same.
6. We will work closely with the regulator to create guidelines that facilitate/enable mobile revolution 2.0 by creating a healthy and congenial environment for the launch and success of innovative and essential services based on sms.
7. We resolve to alter this Code of Conduct as and when necessitated by circumstances or by law.