Bharat Sanchar Nigam Limited (BSNL) has officially discontinued its Personalised Ringback Tone (PRBT) service, a feature once popular among subscribers with Closed User Group (CUG) and bulk connections. This decision aligns with shifting user preferences and the growing need for more advanced digital experiences. The phase-out is seen as part of BSNL's broader strategy to modernise its service portfolio.
According to a report from ET Telecom, BSNL stopped offering the PRBT service in April without a public announcement. The feature, which allowed users to customise caller tunes, is no longer available with any of BSNL’s prepaid or postpaid recharge plans. Customer support centers have since seen a spike in inquiries from users who had integrated PRBT into their business or customer engagement strategies.
The move to end PRBT came in response to feedback from enterprise clients, many of whom expressed the need for a more dynamic and flexible caller engagement platform. BSNL aims to meet these evolving demands by shifting focus toward AI-powered telecom services tailored for professional use.
To replace the legacy system, BSNL is developing a next-generation caller experience platform based on artificial intelligence. This new system will be cloud-native and designed on a customer-centric, ad-funded model. The telecom giant sees this not just as a service upgrade, but also as an opportunity to open new revenue channels.
BSNL Chairman A Robert Ravi stated that the AI-powered solution would offer personalised caller experiences integrated with popular OTT platforms. This marks a strategic shift toward converged digital services, meeting the expectations of modern businesses and tech-savvy users alike.
BSNL’s push for AI integration aligns with its broader mission to overhaul its aging telecom infrastructure. With digital services becoming a primary focus area for telcos globally, BSNL’s transition from traditional caller tune services to intelligent systems reflects its commitment to remaining competitive in the evolving telecom landscape.
Parallel to the caller service update, BSNL is making significant progress in rolling out its 4G network nationwide. Out of the targeted 1 lakh mobile towers, more than 80,000 towers have already been installed. This rollout is crucial for enhancing connectivity, especially in remote and underserved areas.
Looking ahead, BSNL plans to initiate its 5G rollout from June 2025. This will be a pivotal moment for the state-owned telecom operator, enabling ultra-fast data speeds and low-latency connectivity essential for smart city development, IoT applications, and industry automation.
In light of Operation Sindoor, telecom operators including BSNL have been instructed to strengthen infrastructure in sensitive border areas. Authorities have asked telcos to compile updated inventories of critical assets and ensure operational continuity during emergencies.
Telecom companies have also been advised to stockpile adequate diesel reserves to maintain power for diesel generator (DG) sets, crucial during blackouts. Furthermore, operators are deploying emergency repair teams with critical spare parts to ensure fast restoration of network services in disaster-hit zones.