SMS cutting into voice usage, says a study from IDC India. In fact, no surprises here. But the fact that “user[s] sends 6 messages (SMS) in a day and receive 8,” on average, owing essentially to intrusive marketing, is evident. TRAI has to implement punitive measures to curb this annoying strategy by the hordes of marketers. The chief culprits seem to be banks peddling either credit cards or loans.