TRAI has directed telecom operators to seek explicit consent from mobile phone users before activating any value-added services (VAS) such as caller ringback tone and

TRAI has directed telecom operators to seek explicit consent from mobile phone users before activating any value-added services (VAS) such as caller ringback tone and “hello tunes”. The directive comes in the wake of increased consumer complaints over services activated without the subscriber’s consent. TRAI has pointed out that the current procedure of activating a service with a press of the star (*) button is not a sound method and can lead to accidental activation of VAS. The details of the services should, hence, be offered to the subscriber through SMS, fax or email.