TRAI tightens anti-spam rules as UCC complaints climb to 31.09 lakh
TRAI has strengthened anti-spam measures, requiring telecom operators to deploy AI/ML detection and declare application-to-person calling. Operators can act when five or more calling lines are flagged within 10 days, raising compliance stakes for retailers’ customer outreach.
The channel move
TRAI tightened anti-spam rules after UCC complaints rose to 31.09 lakh in 2025, requiring operators to use AI/ML detection and declare A2P calling. Operators can act when five or more CLIs are flagged within 10 days.
Channel facts
- five or more
- 10 days
- 31.09 lakh
- 2025
What it means for online and offline
Retailers should centralize consent records, register sender identities and tighten campaign controls as TRAI’s AI-led enforcement raises the risk of blocked promotional calls and messages.
Signals to track
- TRAI or telecom-operator guidance defining enforcement thresholds, AI/ML detection standards and timelines for A2P calling declaration.
- Operator blocking, filtering or warning actions against retail, delivery, fintech or outsourced-contact-center number ranges.
- Growth in UCC complaints tied to branded promotional calls, delivery-related cross-sell or retailer-affiliate campaigns.
- Introduction of stricter sender traceability, mandatory headers, template registration or consent-proof requirements for messaging channels.
- Rising use of verified business messaging, click-to-chat, app notifications and loyalty-led offers as substitutes for outbound calls.
The counter-case
The immediate commercial impact may be overstated: TRAI measures principally target unsolicited communications and fraudulent/opaque calling patterns, not consented retailer outreach. Large retailers already using registered headers, templates, DLT processes and opt-in databases may face incremental operational work rather than a material reduction in campaign reach. AI/ML-based operator enforcement could also generate false positives, disrupting legitimate high-volume campaigns without proving that retailer compliance failures are widespread.