TRAI new spam call rules have come into effect to strengthen action against unwanted commercial calls and messages.
The Telecom Regulatory Authority of India has brought AI-based spam detection and automated application-to-person calls, including robocalls, under a tighter regulatory framework.
The new rules also introduce quicker action against suspected spam numbers, a consumer appeal mechanism and additional requirements for businesses using automated calling systems.
TRAI New Spam Call Rules for Suspicious Numbers
Telecom operators will use AI and machine-learning systems to identify suspected spam communications and share relevant spam intelligence with other operators.
If five or more numbers associated with the same sender are flagged within 10 days, telecom companies must begin graded action.
Depending on the findings and repeated violations, the action can include KYC re-verification, physical verification, suspension of outgoing services and, in serious or repeated cases, disconnection of telecom resources.
The new framework also allows action to begin when at least three unique complaints are received within 10 days and the concerned calling number has been flagged as suspicious by the AI/ML system.
Robocalls and AI Calls Face New Rules
TRAI has expanded its framework to cover application-to-person, or A2P, calls. These include calls initiated automatically by an application, software system or automated platform, including auto-dialling, robocalls and pre-recorded or artificial voice calls.
Businesses using A2P calling systems must declare their use and the numbers involved to their telecom service provider in advance. Undeclared A2P calls can be treated as unsolicited commercial communication.
Telecom operators can also levy a termination charge of up to 5 paise per minute on such A2P calls. Certain designated and authorised communication categories are exempt from the charge.
Companies Get Seven Days After Customer Inquiry
The revised framework limits follow-up commercial communication after a customer makes an inquiry. For e-commerce and online service businesses, communications based on a written or digital inquiry can continue for up to seven days.
Businesses must also maintain a written or digital record of the customer’s inquiry when relying on it as the basis for commercial communication.
TRAI has additionally strengthened action against misuse of headers and content templates. Telecom operators can take swift action where fake or misleading commercial communication mechanisms are found.
Consumers Can Appeal Spam Complaint Decisions
Consumers who are dissatisfied with the resolution of a spam complaint will have an appeal mechanism under the revised framework.
The changes are intended to give consumers another route to challenge the handling of their complaints.
TRAI has also addressed the role of call-management apps. Calls from designated commercial communication number series such as 140xx, 1600xx
and 1601xx are protected from blanket spam blocking or filtering because these ranges can be used for regulated commercial and government communications.
However, consumers can still choose to block individual numbers on their own devices. The new rules therefore combine AI-based detection, telecom-level enforcement and consumer controls to address unwanted commercial communications.
