The Telecom Regulatory Authority of India (TRAI) has come out with ads that inform mobile customers of new rules about telemarketing calls and SMSs. This will be a welcome relief to harried consumers who are subject to a flood of unsolicited messages and calls on a daily basis. However, the TRAI has also put a restriction of 100 outgoing SMS per day for pre-paid and 3000 SMS per month for post-paid plans. This may affect operator revenues negatively as SMS is a highly favored communication medium among young adults across the world. For example, the average American teen sent 3339 texts per month in 2010 (4050 for women and 2539 for men).