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<h1>SMS header suffixes enable clear classification of message types and prompt calls for unified regulation of OTT messaging.</h1> Telecom operators have implemented mandatory SMS header suffixes identifying promotional, service related, transactional and government messages under the amended Telecom Commercial Communication Customer Preference Regulations to improve transparency, consumer protection, compliance and fraud prevention. COAI highlights that unregulated OTT messaging apps are increasingly used to deliver spam and scams, creating an uneven playing field and raising privacy, traceability and national security concerns, and calls for a unified consent management framework to bring OTT platforms under comparable regulatory oversight.