Unwanted calls and messages have been a significant problem for mobile users in India. From relentless promotional pitches to deceptive spam, Unsolicited Commercial Communication (UCC) has plagued consumers, leading to frustration and, in many cases, financial fraud via spam calls & messages/SMS. To tackle this pervasive issue, the Telecom Regulatory Authority of India (TRAI) has been continuously strengthening its regulations, most notably with the Telecom Commercial Communications Customer Preference Regulations (TCCCPR), 2018, and subsequent crucial amendments. The latest enforcement drive, particularly from August 2024 onwards, marks a significant shift, emphasizing clearer identification of calls and stricter penalties for violators. All voice call templates need to be registered with DLT to ensure traceability of Telemarketers or (regulated entities) REs. Read this detailed blog to understand the difference between 140 and 160 number series and how businesses can get the same for their business voice calls.
The 140 and 160 Series: A Game-Changer for Call Identification
One of the most impactful changes introduced by TRAI is the mandated use of a specific number series for different types of commercial calls:
The 140 Series for Promotional Voice Calls - Any voice call that includes advertisements or promotional content related to a product or service. Even if combined with other commercial content, it is still considered promotional.
- To be used exclusively for promotional and telemarketing purposes
- Assigned to registered telemarketers only
- Any voice call containing advertisements, promotions, or marketing content, even if mixed with other commercial content, is considered promotional.
- Calls from the 140 series allow users to identify and avoid promotional communication more easily.
Examples of promotional calls
- Buy one, get one free on your next recharge!
- Limited time offer on insurance premiums!
- Upgrade to premium broadband at a discount!
Key Requirements to get 140 Series
- Businesses must register as telemarketers on the DLT platform to use the 140 series
- Promotional calls cannot be made from personal or regular mobile/landline numbers
- Calls are allowed only to users who have provided explicit digital consent, even if they are Non-DND users
The 160 Series for Transactional and Service Calls - The 160 series is reserved for essential service and transactional communications only. This includes calls for
- Bank updates and alerts
- OTP verification
- Payment reminders
- Delivery confirmations
- Appointment notifications
- Other critical service updates
Entities eligible for the 160 series
- RBI, SEBI, IRDAI-regulated institutions
- Health departments and ministries
- Government welfare boards, tax authorities, etc.
Why the Separate 140 and 160 Number Series is Implemented
The idea behind the separate number series is to provide transparency to consumers, allowing them to easily identify and, if they choose, block calls that are purely marketing-driven. This segregation helps users distinguish unwanted promotional calls from important transactional or service-related communications.
By clearly separating promotional and transactional communications, TRAI aims to:
- Enhance Transparency - Consumers can instantly understand the nature of the call.
- Improve Trust - Legitimate service calls are less likely to be mistaken for spam.
- Facilitate Blocking - Users can easily filter out unwanted promotional calls and report them.
- Increase Compliance - Businesses are compelled to adhere to a designated number series, reducing the risk of being flagged as spam or blocked.
TCCCPR Guidelines and Strict Enforcement from August 2024
The Telecom Commercial Communications Customer Preference Regulations (TCCCPR), 2018, form the bedrock of TRAI's efforts to control UCC. While these regulations have been in place, TRAI has been progressively tightening the screws. A significant push for stricter enforcement became evident from August 2024, when TRAI issued directions to disconnect all telecom resources of unregistered senders and Unregistered Telemarketers (UTMs) involved in spamming and to blacklist them.
Key Enforcements Implemented by TRAI
Blocking UCC from Unregistered Senders - Telecom operators must disconnect, and blacklist numbers used for unsolicited calls from unregistered sources.
Verified Digital Consent - Only digitally verified consents will be valid, eliminating all offline or implied consent. Rollout starts with the banking sector.
Full Traceability & Verification - Telemarketers and businesses must complete physical verification, biometric checks, and link a unique mobile number to ensure accountability.
Dedicated Number Series for Call Types - TRAI has mandated 140-series for promotional calls and the 160-series for transactional/service calls, helping users easily identify and manage different types of communication.
Conclusion,
In Conclusion, we can say that the goal here is to build trust and ensure that users can confidently answer these calls, knowing they contain important information and are not merely promotional. This distinction also helps in preventing fraudsters from impersonating legitimate companies using regular 10-digit numbers.
TRAI’s updated framework, from the 140/160 series implementation to digital consent enforcement, is a significant step toward restoring trust in voice communication. By distinguishing promotional and transactional calls, mandating DLT registration, and introducing stricter verification, businesses can build transparency while consumers enjoy better protection from spam and fraud.
For more information about the TRAI guidelines for voice calls and how you can implement the same in your business process to make your business calls compliant, connect with go2market and we will help you with DLT registration and voice templates approval. Staying compliant isn’t just mandatory for your business, it’s essential for long-term customer trust.
