Bharti Airtel, Reliance Communication (Reliance GSM and CDMA) have already implemented Telecom Commercial Communications Customer Preference (Sixth Amendment) Regulations, 2011 to stop the menace of telemarketing SMSes and sets a cap at 100 SMSs per day per users.

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After the TRAI’s announcement on 100 SMS a day limit, GSM Operator’s body Cellular Operators Association of India (COAI) has asked TRAI to reconsider its recommendation regarding the 100 SMS/Day limit, claiming that such a regulation may pose a potential challenge to the “Fundamental Rights” of an ordinary subscriber. But Telecom Regulatory Authority of India (TRAI) has decided to stick to its decision to cap short messaging system (SMS) to 100 per day per SIM for all subscribers, so Free SMS in any form will be limited to 100 SMS per day and no more.

India’s largest Mobile Service operators Bharti Airtel and Reliance Communication are the first mover who have implemented the new SMS rule.They have also send notification SMS to their subscribers in various telecom circles about the the new TRAI’s rule which sets a cap at 100 SMSs per day.

Bharti Airtel in its routine prior notification SMS to its subscribers cites “As per TRAI Regulation Your Current SMS Pack benefits have been revised effective today. You can now send maximum 100 SMS/Day.

Please Note that the Limit of 100 SMS/day will not be applicable on “SMS Blackout Days” or festive occasions, when the subscriber is free to send as many messages he wants as normal or premium SMS rates as well as non SMS Pack users.