Preparations are underway to tighten controls on automated spam calls made on a large scale using artificial intelligence. Telecom regulator TRAI is set to issue new guidelines on AI-based automated calls on Friday.
Under the proposed framework, companies making AI-generated automated calls will have to inform their telecom operators about such calls. The objective is to distinguish legitimate automated calls from unwanted or suspicious spam calls, allowing operators to avoid unnecessarily blocking genuine calls while identifying and acting against suspicious ones.
What Changes Now?
Under the new framework, companies will be required to use designated and valid number series for commercial calls. Companies will not be allowed to make spam or unsolicited commercial calls using private 10-digit mobile numbers. If commercial or spam calls are made from such private numbers, the caller may be held accountable and action could be taken under the applicable rules.
Existing TRAI regulations also provide for action against unsolicited commercial calls made by unregistered senders. The new guidelines are aimed at making the regulatory framework clearer and more effective amid the growing use of AI and automation for making calls.
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What are AI Automated Spam Calls?
AI automated spam calls are calls in which an automated system or AI-based voice agent, rather than a human caller, interacts with the recipient. Such systems can listen to what the person says and respond accordingly, making some conversations appear similar to regular human calls.
According to TRAI, a robocall is a call in which communication takes place through an artificial or prerecorded voice without the direct involvement of a human caller. With the growing use of AI technology, such calls are no longer limited to prerecorded messages, as some systems are capable of conducting conversations in real time.
Why the Concern?
One of the biggest challenges posed by these calls is their ability to reach large numbers of people. Automated systems can place calls to a huge number of mobile numbers within a short period. As a result, people may receive several unwanted calls during the same day. A high volume of such calls can cause inconvenience, waste users’ time and increase the possibility of important calls being missed.
Spam calls also carry a potential risk of cyber fraud. In addition to unsolicited marketing, some callers may attempt to obtain sensitive information such as bank account details, one-time passwords or other personal and financial data. AI-based voice and conversational capabilities can make such attempts appear more convincing, potentially making it harder for consumers to identify suspicious calls.
Who is Liable?
Telecom companies are already using AI-based monitoring systems to examine large volumes of calls. According to the available data, these systems flagged 22.99 billion incoming calls as suspected spam between April and June 2026. With such a large number of calls being identified as potentially suspicious, the regulator is now moving towards a more clearly defined compliance framework for AI-based automated commercial calls.
Once the new guidelines are issued, the responsibilities of companies making AI-based calls and telecom operators are expected to become clearer. Companies will have to ensure that their commercial calls comply with the designated number series and applicable regulations, while operators will use available technical systems to distinguish legitimate calls from suspicious or unwanted communications.
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