Under Prime Minister Shehbaz Sharif’s direction, work on a strategy to prevent unwelcome marketing SMS has launched.
The Pakistan Telecommunication Authority (PTA) has implemented a system that bans subscribers from receiving marketing SMS without their permission. From July 1, mobile phone providers and telemarketing firms will begin implementing the new system.
To help mobile users avoid spam SMS, the new approach requires the creation of two types of lists. Users who want SMS marketing will be put on one list, while those who don’t want promotional SMS would be put on another.
On July 1, the PTA declared that mobile phone companies and telemarketers will use an opt-in and opt-out method. Customers are allowed to opt out of SMS marketing by clicking on an opt-out link at the bottom of each marketing message. Only clients who have opted in to receive marketing SMS will receive them.
It further stated that a list of telemarketing letters and phone numbers would be developed. The PTA has urged all mobile phone companies to provide the list by June 21.
On the 4th of June, Salman Sufi, the PM’s Advisor on Strategic Reforms, contacted the Chairman of the PTA and addressed the security of mobile phone users’ data and marketing messages.
Sufi informed the Chairman of the Premier’s directives for an immediate assessment of the privacy laws affecting citizens, as well as the marketers’ unfavourable and undesired messages.
According to PTA officials, work on a policy to restrict promotional SMS has begun in response to the PM’s directive.