The Telecom Regulatory Authority of India (TRAI) has directed telecom operators to seek consent of consumers before activating value-added services (VAS) embedded in SIM cards. This comes in after the regulator has received a number of complaints wherein the consumers have stated that telecom operators charged them on VAS applications embedded in the SIM card, without prior information. In such cases, the consumer is not provided with any information regarding the applicable charges beforehand and is not offered any opportunity to give consent as to whether he wants to proceed or not.

TRAI had earlier directed telecom operators to obtain explicit consent of consumers through consumer originated SMS, e-mail, FAX or in writing within 24 hours of activation of the VAS and charge the consumer only if confirmation is received. The operators had not implemented its directions as according to them, SIM embedded VAS products are not subscription based and TRAI's directions were applicable for only subscription based VAS.