TRAI New Spam Rules Explained: Businesses Face Stricter Checks for Automated Commercial Calls

If your phone has been flooded with automated promotional calls, there could be fewer of them going forward. The Telecom Regulatory Authority of India (TRAI) has tightened its anti-spam framework, bringing robo-calls, auto-dialling systems and pre-recorded or AI-generated commercial calls under stricter scrutiny.

The changes amend the Telecom Commercial Communications Customer Preference Regulations, 2018, and introduce new compliance requirements for businesses using telecom networks for promotional communication.

TRAI Spam Call Rules: What's Changing?

One of the key changes concerns commercial communication triggered by customer enquiries. Such messages can now be sent for only seven days and only when the original enquiry was made in writing or through a digital channel.

The updated framework also specifically covers application-to-person (A2P) calls made using auto-diallers, robo-calling systems and pre-recorded or artificial voice technologies.

Entities using these systems must declare their use to telecom operators in advance, including the calling line identification (CLI) numbers they intend to use. Undeclared A2P calls can be classified as unsolicited commercial communication, with a termination charge of up to 5 paise per minute.

AI to Help Identify Spam Callers

TRAI is also expanding the use of AI and machine learning to identify potential spam activity. Action can be triggered when a sender receives at least three unique complaints within 10 days and its CLI is also flagged as potentially being used for spam.

If five or more CLIs linked to the same sender are flagged within 10 days, telecom operators may initiate deeper checks, including KYC re-verification and physical verification. Outgoing services can also be barred, with repeated violations potentially leading to disconnection.

Special commercial number series, including 140xx, 1600xx and 1601xx, will not be treated as suspected spam for recipients.

Consumers Can Appeal Spam Complaint Decisions

The updated rules also introduce an appeal mechanism for consumers who are dissatisfied with the resolution of a spam complaint. Appeals can be made through the TRAI DND app, telecom operators' apps or websites, or through calls and SMS to 1909.

TRAI has also clarified rules around existing consent. Legacy consent will need to be verifiable and subsequently registered on telecom operators' digital platforms.

The changes give telecom operators and TRAI additional tools to identify repeat offenders and take action against large-scale unsolicited commercial communication.