The amendment also mandates service providers to intimate the subscriber, at least three days before the due date of renewal of a subscribed value added service, the due date for renewal, the charges for renewal, and the toll-free telephone number for un-subscribing such value added service.

TRAI April 27 had directed operators to seek written consent from subscribers to VAS such as call ring back tone and hello tunes to prevent accidental activation of such services.

However, industry associations and operators such as the Cellular Operators Association of India (COAI), Association of Unified Telecom Service Providers of India (AUSPI) and Bharat Sanchar Nigam, told TRAI that the directive could slow the growth of VAS on account of the multi-stage activation process.