Silent calls are generally caused by computerised dialling
equipment of the type used in telesales. The equipment often dials
more numbers than there are call centre operators available – in
the expectation that some of the people being called will not be
home. This can leave recipients without an operator on the end of
the line, resulting in a "silent call", which is annoying at best,
but sometimes distressing.
In October last year, Ofcom launched a consultation into new
measures to tackle the problem. As a result, a new policy on the
persistent misuse of electronic communications networks or
services, including silent and abandoned calls, is being introduced
with immediate effect.
There are three main requirements:
- Abandoned call rates must be below 3% of all calls made in any
24-hour period for each campaign. An Ofcom investigation into
silent calls last year found that some call centres' abandoned call
rates can be significantly higher than the 5% maximum required by
existing voluntary industry codes. Ofcom believes that setting an
enforceable 3% limit will significantly reduce the volume of
abandoned calls, while allowing the legitimate and responsible use
of automated calling systems;
- All abandoned calls must carry a short recorded information
message identifying the source of the call; and
- Calling line identification (CLI) must be included on all
outbound calls generated by automated calling systems. CLI allows
people to dial 1471 and access the telephone number of the person
or organisation calling them.
Organisations are required to keep records for a minimum of six
months to demonstrate their compliance, and Ofcom promises to take
action to enforce the new rules where appropriate.
The watchdog will review the policy after 12 months to assess
whether further changes are necessary.
Elsewhere, the Government confirmed today that the maximum
financial penalty that Ofcom can impose would be increased from
£5,000 to £50,000 for each breach of the rules. The increased fine
will come into effect later this year and follows a separate
consultation by the Department of Trade and Industry.
“Silent calls are annoying and distressing, particularly for the
elderly, hard of hearing and people living on their own,” said
Trade and Industry Secretary Alan Johnson. “Our consultation showed
overwhelming support for raising the maximum penalty for silent
calls. The increased fine, combined with the action Ofcom has taken
today, will help to minimise the nuisance of silent calls for the
public."
