Bhutan Telecom and TashiCell are facing criticism for using personal phone numbers for commercial SMS marketing, despite offering opt-out options. TashiCell provides a marginally more adaptable choice, enabling consumers to unsubscribe from unwelcome messages via email or written request. According to the official, mobile numbers are used to convey both promotional and necessary information and are still owned by the service provider. Mobile service providers Bhutan Telecom and Bhutan Telecom have reduced SMS advertisement volume, ensuring commercial messages are not sent during odd hours and have the right to send promotional materials via electronic means.
Advertisers can pay up to Nu 30,000 for a single SMS sent to the complete client base, based on the prices posted on the websites of the telecom firms. Bhutan Telecom and TashiCell charge Nu 1,000 and Nu 1,250 per recipient, respectively, for smaller campaigns that target up to 5,000 subscribers. Despite customers’ complaints that their agreement is sometimes presumed rather than granted, these rates have turned SMS advertising into a source of income for telecom corporations. According to BICMA, it keeps an eye on all SMS ads to make sure they are authorized and adhere to national regulations.
BICMA mandates SMS broadcasts to target specific demographics or locations, with updates to regulations pending. Both telecom carriers undergo a review process to ensure compliance.
