Amazon’s switch from SMS to WhatsApp for order delivery updates and similar shifts in enterprise messaging methods have raised concerns within the Cellular Operators Association of India (COAI), representing Airtel, Reliance Jio, and Vodafone-Idea. In a letter to telecom secretary Neeraj Mittal, the COAI has accused global tech giants like Microsoft and Amazon of potentially bypassing legal telecom channels by using unregulated platforms like WhatsApp to send enterprise messages to customers. This shift, the COAI contends, could result in an annual revenue loss of approximately Rs 3,000 crores for both the government and service providers.
The letter called on the government to designate WhatsApp and Telegram as unauthorized channels for enterprise communications, particularly for time-bound, one-time authentication passwords required for device access or transaction validation. The COAI emphasized that telcos are expected to handle such communications in compliance with licensing and security regulations. The migration of such traffic from the SMS channel to OTT (Over-The-Top) platforms, like WhatsApp and Telegram, was criticized for evading the licensed telecom route, affecting security and resulting in financial losses to the government. This move was also seen as promoting the use of “grey and unmonitored routes,” posing potential security threats to the nation.
Furthermore, the COAI pointed out the potential loss of revenue amounting to Rs 3,000 crores for the industry and the national exchequer, with telecom companies facing substantial revenue losses if enterprise messaging continues to shift towards platforms such as WhatsApp.
The COAI also highlighted the distinction between the regulation of SMS messaging through the Telecom Commercial Communication Customer Preference Regulation (TCCCPR) of 2018 and the unregulated nature of OTT platforms. While SMS communication is subject to this regulatory framework and mandates consumer consent for businesses to send messages to customers, OTT platforms are not governed by these regulations, creating an environment conducive to sending unsolicited messages via WhatsApp and Telegram. The COAI expressed frustration with the imposition of financial disincentives on telcos for spam complaints while OTT platforms remain unregulated and unaffected by such penalties.
