Amid an outcry against unsolicited tele calls and messages, leading operator Bharti Airtel today said imposing a termination charge on bulk messages would help curb the practice of tele marketing companies intruding into the privacy of subscribers.

"Like voice calls, bulk SMSes should also attract termination charge even if it is marginal," Bharti Airtel CEO Sanjay Kapoor said while condemning the menace.

Termination charge is the fee companies pay one other for completing the calls or messages on their networks.

Most of the telecom firms, including Airtel, Tatas and Aircel, sell bulk SMSes and air time to telemarketing firms.

Bharti's reaction comes in the wake of Telecom Minister A Raja ordering action to stop unsolicited calls by tele marketing company immediately. The telecom ministry is likely to convene a meeting of all operators to take effective steps in this regard.

Asked whether unsolicited calls and messages should be banned, Kapoor said, "No, it should not be banned but there should strict implementation of rules like 'Do Not Call' registry as suggested by the regulator Telecom Regulatory authority of India (TRAI)."

He said the relevant data is available and it should not be difficult to find out which are the players, who are offering this bulk messaging facilities in violation of the rules and regulations.

Kapoor favoured penalising companies, which do not follow 'Do Not Call' registry in letter and spirit. In other countries, such norms are followed strictly and we should ensure strict adherence to such norms.