Updated: Airtel Asked To Stop Services That Don't Conform To New Short Code Policy

Updated below

The Telecom Regulatory Authority of India has reportedly asked Bharti Airtel to stop offering those short code services that do not conform to the national numbering plan, as per which all “short” codes should be a five digit number. Airtel has to immediately discontinue services, and migrate them to the new code by September 1st.

So I just thought I’d give two Airtel numbers a go – 646 and 678. For 646, my call was received and disconnected immediately. I got an SMS in response that it will migrate to 56465. 678 seemed to work (violation of TRAI order?), and I got an SMS that it will migrate to 55055. I suppose the rebranding will be quite an expense for Airtel, as it will be for other operators that have promoted their short codes for a while now.

Frankly, I’m still not very clear on what this new short code policy is, and the need for it. So if anyone’s got a copy of the policy, please do mail it across to me at nikhil AT contentsutra DOT com.

Update: You may download the TRAI guidelines here. Would like to thank Jiren Chhapia, Chetan Patil and Hiren for the details.

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