The End of an Era: The Story of Small SMS Resellers

For years, thousands of SMS resellers across India have been the unsung heroes of local businesses. Operating from small offices or even their homes in tier 2, 3, and 4 cities, they enabled local brands to connect with their customers. They were the bridge between advanced technology and small-town India, delivering messages for birthday wishes, festival offers, and urgent alerts.

But now, their world is about to change.

The Storm Called PE-TM Chain

The Telecom Regulatory Authority of India (TRAI), in its fight against spam, is tightening the noose with a new regulation. Effective December 1, 2024, the introduction of the PE-TM chain on Distributed Ledger Technology (DLT) aims to eliminate spam messages. This change is well-intentioned but comes with a heavy cost for small resellers.

Under the new rules, resellers can no longer piggyback on their aggregator’s Telemarketer ID. To continue their operations, they will need to:

1. Obtain their own Telemarketer ID from the DLT system.
2. Link all their client brands to this ID.
3. Ensure their aggregator provisions this setup on the SMS platform.

It’s a process that demands time, resources, and technical know-how—luxuries that most small resellers cannot afford.

Thousands Facing Closure

For many, the timeline is too short, and the requirements too complex. Without the infrastructure to support these changes, resellers who have served their communities for years are facing a harsh reality: closure.

Take Rajesh, for example, who runs a small SMS reselling business in a tier 3 city. For over a decade, he has helped local shops, schools, and event organizers send messages to their audiences. “This isn’t just a business for me; it’s a service to my community. But now, with these changes, I don’t know how to continue,” he says, his voice heavy with emotion.

His story is echoed by thousands like him, people whose livelihoods are at stake.

A Ray of Hope

While the road ahead seems bleak, there’s still a chance for resellers to adapt. By obtaining a Telemarketer ID and upgrading their systems, they can continue to serve their clients. But they need guidance—and fast.

This isn’t just a fight against spam; it’s a fight to keep the heartbeat of local businesses alive. Together, we can ensure that resellers like Rajesh don’t have to shut their doors.

Join us to learn more, ask questions, and find a way forward. Because while the times are changing, the spirit of small businesses must endure.