wordpress blog stats
Connect with us

Hi, what are you looking for?

Airtel Blocks MyToday Longcode; This Time, It’s The Do Not Call Registry

How this issue is settled is of great importance, and it impacts the future of push SMS services from SMS GupShup and Google, apart from every single service provider who sends a push SMS to consumers.

Airtel has blocked MyToday SMS longcode, writes Netcore MD Rajesh Jain, citing complaints made by MyToday subscribers to Airtel about unsolicited SMS. (Update: this means that new users cannot sign up, and existing users cannot unsubscribe.) At the core of the debate, writes Jain, is whether an SMS Opt-in by a subscriber overrides a National Do Not Call (NDNC) registration or not.

The fact remains that Airtel cannot arbitrarily cite the NDNC and block access, unless subscribers have complained; there are obviously some subscribers who want to unsubscribe from the service, but because they don’t know how to, they’ve complained.

At the same time, I do believe that Jain is in the right – those consumers have chosen to opt-in. However, the onus is on MyToday to prove that they’ve opted in, and maintain records to that effect.

Airtel has blocked the long codes 9845398453 and 9845298452, and is being rather unrealistic by asking MyToday to get its subscribers to give in writing that they’ve subscribed, and quite ridiculous by asking MyToday to scrub its database clean of 10% of its subscribers who have signed up for the NDNC.

Advertisement. Scroll to continue reading.

This includes me. I’m an Airtel subscriber and have signed up for MyToday services. I have solicited MyToday’s SMS services, so I want to receive those SMS’. At the same time, I don’t want to receive SMS’ from “Mr. Deal” and the “Hard Rock Café”. I did not sign up for those.

This is not MyToday’s first run-in with a mobile operator, or indeed Airtel. At the TRAI Open House discussion on MVAS (a must read if you’re in the Mobile business), Jain had called for transparency and the definition of a clear mechanism for settlement of disputes

“Rajesh Jain, MD of Netcore (MyToday) called for clear guidelines and a mechanism for settling disputes, saying that there is only a perception of a fairplay environment (which operators kept hinting at). Netcore’s MyToday services were curtailed for no apparent reason, and there was no way of dispute resolution then.”

Sadly, the TRAI has passed the buck, in this case, to Airtel.

(Updates: Confirmed from Netcore – updates are available, but users on Airtel cannot subscribe or unsubscribe, and edited post accordingly)

Advertisement. Scroll to continue reading.
Written By

Founder @ MediaNama. TED Fellow. Asia21 Fellow @ Asia Society. Co-founder SaveTheInternet.in and Internet Freedom Foundation. Advisory board @ CyberBRICS

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.



When news that Walmart would soon accept cryptocurrency turned out to be fake, it also became a teachable moment.


The DSCI's guidelines are patient-centric and act as a data privacy roadmap for healthcare service providers.


In this excerpt from the book, the authors focus on personal data and autocracies. One in particular – Russia.  Autocracies always prioritize information control...


By Jai Vipra, Senior Resident Fellow at Vidhi Centre for Legal Policy The use of new technology, including facial recognition technology (FRT) by police...


By Stella Joseph, Prakhil Mishra, and Yash Desai The Government of India circulated proposed amendments to the Consumer Protection (E-Commerce) Rules, 2020 (“E-Commerce Rules”) which...

You May Also Like


Rajesh Kumar* doesn’t have many enemies in life. But, Uber, for which he drives a cab everyday, is starting to look like one, he...


By Aroon Deep and Aditya Chunduru You’re reading it here first: Twitter has complied with government requests to censor 52 tweets that mostly criticised...


135 job openings in over 60 companies are listed at our free Digital and Mobile Job Board: If you’re looking for a job, or...


Google has released a Google Travel Trends Report which states that branded budget hotel search queries grew 179% year over year (YOY) in India, in...

MediaNama is the premier source of information and analysis on Technology Policy in India. More about MediaNama, and contact information, here.

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ

Subscribe to our daily newsletter
Your email address:*
Please enter all required fields Click to hide
Correct invalid entries Click to hide

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ