India’s telecom regulator TRAI is set to introduce new rules mandating companies to disclose automated and AI-enabled calls, aiming to improve spam detection without compromising legitimate customer interactions.
TRAI is preparing to tighten India’s commercial communications rules by requiring businesses to disclose automated and AI-enabled calls to their telecom operators. The aim is to help networks distinguish authorised business traffic from spam, after companies complained that genuine customer-service and sales calls were being blocked or tagged as suspicious by operator-level filtering systems.
According to Communications Today, the regulator is expected to amend the Telecom Commercial Communications Customer Preference Regulations shortly. The change would oblige businesses using automated calling systems to provide details of that traffic to their service providers, giving operators more information to calibrate spam-detection tools and reduce false positives. Industry summaries of the move say the proposal is designed to support voice-AI use cases without weakening consumer protections.
The revised framework would not loosen the core numbering rules. Businesses and registered telemarketers would still have to use numbers allocated for commercial communication, and the use of ordinary 10-digit mobile numbers for promotional or commercial calls would remain subject to enforcement. Under the proposed regime, responsibility would stay with the entity to which the number is assigned, even if the call is made through an AI platform or third-party technology provider.
The policy shift comes as automated calls become more common in customer service, appointment reminders, collections and sales outreach. Telecom operators already rely on AI-based analytics to identify suspicious calling patterns, and other recent TRAI actions have pushed the industry towards faster, more proactive anti-spam enforcement through shared data systems. The new disclosure requirement would add another layer of identification for legitimate automated calls, while preserving the regulator’s ability to act against spoofed traffic, unauthorised promotions and misuse of commercial numbering resources.
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