TRAI’s new bulk SMS norms come into effect from April 1 April 01, 2021 TSPs have been instructed to make special efforts to identify the cause of rejection of SMS, if there is any rejection from some PEs/Telemarketers/Aggregators, TRAI said TSPs have been instructed to make special efforts to identify the cause of rejection of SMS, if there is any rejection from some PEs/Telemarketers/Aggregators, TRAI said× Regulator says no major issues faced after content scrubbing resumes Telecom Regulatory Authority of India has instructed telecom service providers to make special efforts to identify the causes for any rejection of commercial SMS from Principal Entities (PE), telemarketers or aggregators.