AI cold calling is legal in many countries, but it is regulated, and AI voices often face stricter rules than a human caller. The short answer: it is legal when you have the right consent, respect do-not-call lists and calling hours, and are honest that the caller is an AI. Here is an overview of the main rules.
United States: TCPA and the National DNC Registry
- The Telephone Consumer Protection Act (TCPA) restricts calls that use an artificial or prerecorded voice. In 2024 the FCC confirmed that AI-generated voices count as “artificial” under the TCPA.
- For marketing calls with an artificial voice, you generally need the person’s prior express written consent.
- Numbers on the National Do Not Call Registry must be removed from telemarketing lists, and you must keep your own internal do-not-call list.
- Telemarketing calls are limited to 8 a.m.–9 p.m. in the recipient’s local time. Some states have stricter hours and extra rules.
- Identify your business at the start of the call and give an easy way to opt out.
Canada: CRTC rules and the DNCL
Canada’s National Do Not Call List (DNCL) and CRTC telemarketing rules apply. Telemarketers must check the DNCL, identify themselves, keep their own do-not-call list and call only within allowed hours. Calls using automatic dialing and announcing devices for sales generally need prior express consent.
United Kingdom: PECR and the TPS
Under PECR, live marketing calls must not go to numbers registered with the Telephone Preference Service (TPS) unless the person has consented to your calls. Automated marketing calls need specific prior consent. Always show your number and identify your business.
India: TRAI, DND and DLT
TRAI’s rules on unsolicited commercial communication require respecting the DND register (NCPR), registering on the DLT platform, and using the number series allotted for promotional calls. See our guide to AI cold calling in India for details.
A simple compliance checklist
- Only call people who have agreed to hear from you, or where the law clearly allows it.
- Scrub lists against national DNC registers and your own opt-out list.
- Call within local legal hours.
- Say who you are and why you are calling.
- If someone asks whether they are talking to an AI, answer honestly.
- Honour “stop calling” immediately.
- Keep records of consent and call logs.
How Hellio helps
Hellio agents answer honestly when asked if they are an AI, add people who say “stop calling” to your DNC list automatically, skip DNC numbers, and respect each lead’s local calling hours. You are still responsible for having consent to call your leads.
This article is general information, not legal advice. Laws change and differ by state and country, so talk to a lawyer about your specific campaigns.
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