It includes marketing messages which may or may not be desired by the recipient customer. In India, for such messages telemarketers have to pay additional 5 paisa per SMS.
There are certain regulations by TRAI for promotional messages:
For sending the promotional messages, the telemarketers have to use alphanumeric identifier whose format is given by XY-RZZZZZ, where the alphabets stand for the following:
X: code allotted to Access provider
Y: service area, specified by the Authority
R: any digit from 0 to 7, where 0 means that the SMS is commercial communication
ZZZZZ: it is the five digit unique identification code allotted to telemarketer by Access Provider
This means that the message above must have carried category identification information after “LM-” followed by a numeric code, which identifies the marketer of the message. The format of the message conforms to transactional messaging guidelines in-spite of being a promotional message. The transactional message is cheaper than promotional messages by 5 paisa per message and hence today many telemarketers are resorting to transactional messages for promotional actvities which is against the TRAI regulation in India.