Telecommunications companies in India must seek the implicit written consent of consumers – via SMS, email, fax or hard copy letter – before activating any paid-for Value Added Service, under new regulations brought in by the Telecom Regulatory Authority of India (TRIA).

The new rules come into force on 2 February and apply both to existing paid-for services, and services that have been previously free but could be charged for at some point.In addition they require the telco to offer a Freephone number that buyers can call to deactivate unwanted Value Added Services.