Trai moves to keep legit AI calls off spam list

Mumbai | New Delhi: The Telecom Regulatory Authority of India (Trai) is set to introduce measures to ensure that legitimate AI business calls are not blocked as spam by telecom operators, supporting the emerging voice artificial intelligence (AI) industry.

Under amendments being finalised to the Telecom Commercial Communications Customer Preference Regulations (TCCCPR), businesses using automated calling systems will be required to declare such calls to their telecom service providers.

This will allow operators to identify legitimate automated traffic on their networks and prevent their internal anti-spam systems from incorrectly flagging such calls as spam. TRAI is set to notify the changes this week, people aware of the details told ET.


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The businesses, as well as registered telemarketers, must only send commercial communications through allocated numbering series, and any use of a 10-digit number will invite action for spreading spam.

"The licence does not prohibit the use of AI solutions to send marketing or other commercial communications. However, the accountability for the numbering resources lies with the person to whom the number has been allocated. Any misuse will invite penal action," an official said.

Telecom operators also use AI-based solutions to identify spam and, when numbers are whitelisted or verified, the chances of a legitimate commercial call being termed spam are low.