New Delhi, June 16 -- Get ready for fewer annoying calls and messages. The Telecom Regulatory Authority of India (Trai) is launching a three-month pilot project, requiring your digital permission before companies can send you promotional calls or texts. This initiative, involving telecom operators and banks, aims to give consumers greater control over marketing communications and drastically cut down on unwanted spam, a government official aware of the matter said.

This comes amid concerns over unwanted calls and messages, which consumers continue to face from sectors such as banking, financial services and insurance (BFSI) and real estate, among others. This also assumes further salience as the government is expected to soon notify the ...