Important: PE-TM Chain Binding are applicable only for DLT based SMSs in India.
As per latest TRAI guidelines, all Principal Entities (PEs) are required to add their Telemarketer (TM) on DLT portal.
In case, TM is not approved on your DLT portal, your SMSs will be Rejected from 1st December 2024.
As SMS Alert (“Cozy Vision Technologies Pvt. Ltd.”) user, you have to add our Company as your Telemarketer, since we directly submit your SMSs to Telecom Operators like Airtel, Jio, Vi, Tata and Videocon.
What you have to do:
- Login to your DLT portal
- Go to PE-TM Chain/ SMS Workflow section
- Go to New Chain / New Request
- Add our Company “Cozy Vision Technologies Pvt. Ltd” (TM Id- 1002977523505784218) as Telemarketer.
- Once approved by SMS Alert (“Cozy Vision Technologies Pvt. Ltd.”), you will again need to login to your DLT portal and have to approve the final PE-TM Chain.
Here are the help docs of DLT portals:
- Airtel: PE-TM User Manual Airtel
- Jio (TrueConnect): PE-TM User Manual JIO
- Vi (VILPower): PE-TM User Manual VIL Power
- Smartping / Ping Connect: PE-TM User Manual QTL
- Tata: PE-TM User Manual TATA
- BSNL: PE-TM User Manual BSNL
Critical Note:
If you have more SMS providers apart from SMS Alert (“Cozy Vision Technologies Pvt. Ltd.”), and on DLT portal if you find another Telemarketer (TM) in PE-TM Chain after your SMS provider, it indicates that your another SMS provider is not directly submitting your SMS to the Telecom Operators.
Instead, there are additional resellers involved in between which can result in Delivery Latency, Report Manipulations and a Risk of Compromising your Customers’ Data.
FAQ’S
What does “PE-TM Chain Binding on DLT” mean?
“PE” stands for Principal Entity and “TM” stands for Telemarketer. Under the A2P SMS regulatory framework (via the Telecom Regulatory Authority of India or TRAI-mandated DLT system), a Principal Entity must bind (link) with the Telemarketer(s) through the DLT portal so that message flows can be traced and authorised.
Why is the chain-binding required?
The chain-binding is required to ensure accountability, traceability and compliance with the regulation on unwanted commercial messages. By binding the entities (PE → TM → possibly TM further) on the DLT portal, the operator and regulators can verify that the entity sending the message is authorised and has correct consent workflows.
What are the steps to create a PE-TM chain on the DLT portal?
According to the article:
1. Login to your DLT portal.
2. Navigate to the “PE-TM Chain / SMS Workflow” section.
3. Choose “New Chain / New Request”.
4. Add the relevant telemarketer(s) or aggregator(s) (TM) with whom the PE is associating.
5. Define the chain such that it ends appropriately (for example at TM-Delivery or TM-Aggregator) so the chain is complete.What happens if the chain is not correctly defined or incomplete?
If the chain does not end at the correct stage (for example: the chain ends before a Telemarketer Delivery node) or is not properly activated on the DLT portal, the SMS workflow may not be accepted or submitted by operators; effectively the messages might get blocked.
Who can be part of this chain — what roles?
The Principal Entity (PE) is usually the brand, enterprise or organisation initiating or responsible for sending SMS.
The Telemarketer (TM) could be an aggregator or the actual party sending the SMS on behalf of the PE.
There can be multiple TM levels (TM → TM) in the chain before the deliverer (telecom operator endpoint) in certain workflows.
Is the chain-binding a one-time process or must it be updated?
The article implies you must create the chain via “New Chain / New Request” each time you establish or change relationships. Therefore, if your association with a TM changes, or you add additional telemarketers, you’ll need to update or recreate the chain on the DLT portal for compliance.
What should I do if I encounter issues while setting up the chain on DLT?
The article recommends verifying all steps carefully: ensure correct login, correct section (PE-TM Chain / SMS Workflow), ensure you pick “New Chain / New Request”, ensure all required entities are added and the chain ends correctly. If issues persist, you may reach out to your SMS service provider (e.g., SMS Alert) or the DLT platform’s helpdesk for assistance.