Bangladesh's telecom regulator has reportedly imposed fines on mobile operators Grameenphone, Robi Axiata (Robi), and Banglalink for violating promotional SMS regulations, despite the companies arguing that these rules are overly restrictive and impractical.
The Bangladesh Telecommunication Regulatory Commission (BTRC) has imposed a BDT 15 lakh fine on Grameenphone, Robi, and Banglalink for violating industry regulations, with each operator required to pay BDT 5 lakh for exceeding the limit of three promotional SMSs per day, a breach of a directive issued last year regarding data and related packages.
The decision to penalize Grameenphone, Robi, and Banglalink comes after months of disputes between the BTRC and the operators regarding promotional SMS regulations.
Related: Bharti Airtel Reveals AI Solution to Combat Spam Calls and Messages
The BTRC contends that exceeding three promotional SMSs daily can mentally harass customers and tarnishes the regulator's reputation. In contrast, the operators argue that sending more than three SMSs is essential, as the delivery rate is below 70% due to issues such as handset limitations and inactive SIM cards. They emphasize that exceeding this limit is crucial for effective communication with customers about new products, services, and AI-driven personalized offers.
The BTRC first warned Grameenphone in late October last year, requesting an explanation in April for the need to send more than three SMSs per day. In its response, Grameenphone noted that the average SMS delivery rate per customer is around 68% due to system limitations and handset issues, with the rate dropping to as low as 30% for churned or inactive customers. Therefore, to ensure that at least three SMSs are successfully delivered, the operator explained that it must send more than three.
The BTRC similarly cautioned Banglalink last year and sought an explanation in May. The operator acknowledged the technical challenges but emphasized that it had implemented measures to limit daily promotional SMS distribution. However, it argued that the three-SMS restriction impedes the promotion of new services and products in light of evolving communication needs and growing customer demand.
Related Policy News: TRAI to Enforce Two-Year Telecom Ban on Spammers Starting September
Most of Banglalink's customers use non-smartphone 2G devices with limited access to digital promotion channels, making them cost-conscious buyers. Banglalink relies heavily on SMS to communicate with this segment, viewing it as an effective means to reach marginalized, non-smartphone users. The operator contended that enforcing the three-SMS limit is discriminatory and deprives customers of access to appropriate product offers.
Robi also received a warning in late October last year and was asked to present an explanation in November regarding its practice of sending more than three SMSs per day to customers.
Robi emphasized that promotional SMSs are crucial for service diversification, product selection, and AI-based notifications. The operator also pointed out that its SMS platform functions independently from its data and voice platforms, making it technically unfeasible to impose a restriction on the number of SMSs sent.
Continue Reading: Bangladesh's Mobile Market and 5G Ambitions Thrive Despite Economic Challenge
