Driven by excellence, focused on strategies for the longer term.

This is the crux of who we are. It is an articulation of precision in purpose, from the Firm’s beginnings to where we are today. Our collective eye is unerringly trained on tomorrow.

Deep sectoral expertise across services and industries.

Our insistence on strategic advisory exacts an in-depth understanding of and involvement with our clients’ businesses and industries. We engage not just individual businesses, but also contribute to the country’s legal and regulatory frameworks.

Personal commitment supported by experience and grit.

We commit early. We pull together internally for greater support. Every effort is sincere, every individual deeply dedicated to their task, their role, to the Firm.

Our undertakings for long-term impact are an organic extension of our purpose.

They are to employ our deep knowledge of the law beyond the business, the transaction, the deal. To use the opportunities and skills we possess, to reflect on the culture we’re creating. Individually and collectively, these are our efforts to help shape the thinking of our future generations, and arm them with strategies for true, sustainable growth.

Knowledge-sharing is intrinsic to equity and inclusivity.

This is a repository of thought leadership, deep insights and strong viewpoints, legal and other news and events and how they impact the industry and our clients.

Relevance is critical to growth. It necessitates a firm that is dynamic and responsive.

Amplifying intrinsic talent, sharpening skills, expanding knowledge, is vital to leading. It defines every aspect of how our firm functions and transacts. This is how we create new benchmarks and set industry standards.

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Jul 28, 2023

TRAI Issues Directions to Access Providers for Curbing Misuse of SMS Templates

The Telecom Regulatory Authority of India (‘TRAI’) has issued directions to curb misuse of message templates by entities sending Short Message Service (‘SMS’) commercial messages to telecom subscribers (‘Principal Entities’) on May 12, 2023 (‘Directions’). The Directions are issued under the Telecom Commercial Communication Customer Preference Regulation, 2018 (‘TCCCPR’), to all access providers regarding measures.

The Directions require access providers to restrict Principal Entities to have more than three variables in the content templates. Any exception to this restriction can be allowed by access providers only in special circumstances and subject to conditions prescribed in the Directions. The access providers are also directed to update their Code of Practice (‘COP’) within 15 days from the date of issue of the Directions and report compliance within 45 days.

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These are the views and opinions of the author(s) and do not necessarily reflect the views of the Firm. This article is intended for general information only and does not constitute legal or other advice and you acknowledge that there is no relationship (implied, legal or fiduciary) between you and the author/AZB. AZB does not claim that the article's content or information is accurate, correct or complete, and disclaims all liability for any loss or damage caused through error or omission.

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