TRAI's SMS fiasco: Who's to blame? In the current system where people get SMSes for everything the implementation of TCCCPR (Telecom Commercial Communication Customer Preference Regulation) regulations through telecom operators (on March 8) seems like a case of bad planning Manu Kaushik | March 9, 2021 | Updated 18:32 IST As per TRAI regulations, the PEs are required to register with telcos to assert their identity It's a regulation that is supposed to curb unsolicited messages (SMS), but the TCCCPR (Telecom Commercial Communication Customer Preference Regulation) has created a bigger mess. In the current system where people get SMSes for everything - Aadhaar authentication, OTP for transactions, flight/train status and even appointment with doctor or Covid vaccine - the implementation of TCCCPR regulations through telecom operators (on March 8) seems like a case of bad planning.