The Internet and Mobile Association of India (IAMAI) Thursday said the ban on bulk SMSes should be immediately lifted as it is affecting the business of many firms, mainly small and medium enterprises.
"The current ban on commercial or promotional messages sent by registered telemarketers should be lifted immediately," IMAI said in a statement.
"Such commercial messages are sent on behalf of recognised entities, by registered telemarketers through authorised telecom resources and there is no scope of spreading mischief or rumours through these messages," it added.
The home ministry banned bulk SMSes and MMSes for a period of 15 days starting Aug 17 in the wake of a hate campaign targeting people from the northeast.
At present there are more than 1,00,000 enterprises, mainly small and medium enterprises (SMEs), that are dependent on this medium for customer outreach which are sent out by over 3,000 registered telemarketers based on rules set by Telecom Regulatory Authority of India (TRAI).
According to IAMAI, these are most firmly controlled and monitored and hence have no room for misuse.
The association feels that rather than imposing ban, the government should use the services of bulk SMS providers in order to send out positive messages during normal as well as during times of crisis.
"If we are approached by the government, our members would be more than willing to send out free bulk messages to spread correct information and general goodwill across the country," said Subho Ray, president of the association.