The order implies that no SMS short-code beginning with these numbers can be operational from July 17, the date of the notice.
However, no service provider is learnt to have complied with the directive. The notice has generated some heat, with a leading content provider saying that if attempts to sort out the issue failed, the matter would end up before the telecom tribunal.
At present, there are around 39 short-code-based SMS numbers in the country. Of these, 15 short-code-based SMS numbers, offering hundreds of services, are affected by this order.
Some popular short-code-based SMS services include IndiaTimes' 8888, Jagran Prakashan's 7272, Dial Net's 7777, Rediff's 7333, Business Standard's 7007, and Sahara India's 9090.
Consumers messaging these numbers can get a variety of information and downloads like ringtones, news clips, passport status, flight schedules, railway reservation status, and cricket scores.
A message to these numbers comes with a higher charge than a normal SMS. For downloading a song, the charge can be as high as Rs 45 a message.
A clause in the national numbering plan 2003 issued by the department of telecom had reserved number levels 7 and 8 for new services. In November 2004, the department had allowed telecom service providers to use all levels barring 0,1,7,8 and 9.
Telecom service providers and their content providers, or stand-alone value-added service providers, will now have to move to new short-codes. If they refuse, the TRAI will treat it as a violation of the national numbering plan, and initiate penal action.