The Telecom Regulatory Authority of India (TRAI) on Tuesday exempted various service providers, including the dealers of telecom operators, e-ticketing agencies and social networking sites, from the new limit of one hundred SMSes per day per SIM, which was imposed to block pesky calls and messages.

The telecom regulator in an statement said it took the decision after representations from the customers, telecom service providers and their associations raised concerns that the customers who need to send noncommercial messages to their employees, agents etc. for their genuine day to day operational requirement will be affected by the SMS limit.

"Hereby directs all access providers to exclude the following persons from the limit of one hundred SMS per day per SIM -- dealers of the telecom service providers and DTH operators for sending request for electronic recharge on mobile numbers," TRAI said in a statement.

The directive from the regulator had come in the wake of concerns raised by telecom lobby COAI on limiting the SMS entitlement per SIM to 100 per day.

It will also exempt e-ticketing agencies for responding to e-ticketing request made by its customers, SMSes from social networking sites Facebook, Twitter, Orkut, LinkedIn and GooglePlus to their members in connection to activities relating to their accounts, based on verifiable options; and agencies providing directory services, such as Justdial, Zatse, Callezee, Getit and Askme, TRAI added.

Earlier, COAI had asked TRAI to reconsider its recommendation to limit the number of SMSes per sim to 100 per day, saying that such a regulation may pose a potential challenge to the "fundamental rights" of an ordinary users.