According to the Telecom Regulatory Authority of India (TRAI), despite repeated communication, all major banks and big telemarketers sending SMSs have failed to comply with norms to control pesky SMSs.

To this end, TRAI has once again alerted all business entities to ensure compliance with norms, while telcos will continue to allow SMS traffic to flow unhindered to avoid any disruption to the public.

According to industry sources, the regulator, in the matter has also urged RBI to issue directions to banks to comply with its norms on bulk messages.

Further, market regulator SEBI also issued an advisory note to all market participants to strictly adhere to TRAI norms.