Two years before, Telecom Regulatory Authority of India (TRAI) had introduced Telecom Unsolicited Commercial Communication Regulation, but it did not get success because of the inability of the government to control the large unorganized telemarketing sector, which has managed to circumvent the regulation and reach consumers. This service only got a response with only four percent of the subscriber base (20 million users) registering for do-not-call since its launch in 2007.
Currently, subscribers need DNCR to stop unwanted telemarketing calls and messages. Even the telemarketing companies wishing to provide the service must register with the regulator - a weak link as small and unorganized operators do not register and are difficult to identify and catch.
Only 16,000 telemarketing companies are registered with the regulator. Industry estimates the total number to be over 100,000. As per the new system, telemarketing calls and messages will be allowed only to those subscribers who have registered for the specific calls or messages. It will be assumed that those who don't register are not interested in receiving unsolicited calls and messages.
While countries such as the U.S, the UK, Ireland and Australia have implemented DNCR, there is no country which has opted for the do-call approach. "Do-call Registry is a better idea. Mobile users will make informed choice, while for telemarketers, it will be an incentive, as they will know who their potential subscribers are," Mahesh Uppal, a telecom expert, said. It would make enforcement of regulations easier, he added.
