Ofcom's persistent misuse policy
Ofcom's policy targets silent and abandoned calls from automated diallers. The commonly cited requirements include:
- Abandoned calls must not exceed 3% of live calls per campaign in any 24 hour period
- Abandoned calls need a short recorded information message identifying the caller, played within 2 seconds
- Do not call a number back by automated system within 72 hours of an abandoned call unless a live agent is guaranteed
- Unanswered calls should ring for at least 15 seconds
- A valid caller ID must be shown that people can call back
- Keep records that show you comply
TPS and CTPS
Under PECR, you must not make unsolicited live marketing calls to numbers registered on the Telephone Preference Service (TPS) or Corporate TPS (CTPS) unless the person has told you they are happy to receive your calls. Screen your lists regularly.
Caller ID
Present a number that identifies your business and that people can call back. Misleading caller ID can breach Ofcom rules and damage answer rates.
Practical setup
- Prefer preview or power dialling over aggressive predictive dialling
- Record calls and keep outcomes logged in your CRM
- Train staff on scripts that state who is calling and why
- Review abandoned call stats every day