TRAI to mandate disclosure of AI-driven auto-calls to curb spam mislabeling
TRAI will require businesses using AI-powered automated calls to inform their telecom providers, helping operators differentiate legitimate traffic from spam.
The Telecom Regulatory Authority of India is finalising revisions to the Telecom Commercial Communications Customer Preference Regulations that will compel companies using automated or AI-driven dialing to notify their telecom service providers about these calls. This step enables operators to recognise legitimate automated traffic and avoid mistakenly flagging it as spam. The draft also mandates that all commercial communications be sent via allocated numbering series, prohibiting the use of standard 10-digit numbers for marketing purposes.
Any breach of this rule will attract enforcement action, and accountability for number misuse lies with the entity to which the number is allocated. TRAI intends to issue the notification within the week, according to sources.
Why it matters
The rule aims to protect consumers from spam while ensuring legitimate AI-driven marketing calls can reach them.
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