Why Your Business Should Move to 140-Series Numbers for Marketing Calls?

Are you a business that relies on marketing calls to reach customers?

I am sure you must have heard of TRAI’s (Telecom Regulatory Authority of India) mandate to use 140-series numbers for all telemarketing activities.

What does this really mean for your business?

Should you care about making the switch?

Let us break this down for better understanding.

What Are 140-Series Numbers, and Why Should You Care?

In simple terms, TRAI has designated 140-series numbers specifically for marketing and telemarketing calls.

So, if you’re reaching out to customers with promotional offers, reminders, or any marketing information, you’ll need to use a number that starts with 140.

This regulation came into effect as part of TRAI’s broader Telecom Commercial Communication Customer Preference Regulation (TCCCPR) framework, which requires all commercial communications to be clearly identifiable and trackable.

What qualifies as marketing calls requiring 140-series numbers:

• Promotional offers and product announcements
• Sales follow-ups and lead nurturing calls
• Survey and feedback calls for marketing purposes
• Appointment reminders for non-essential services
• Subscription renewals and upselling campaigns

What Is the Purpose of This Mandate From TRAI?

Well, it’s all about protecting the customer experience and creating transparency.

Customers get bombarded with calls every day, and many feel frustrated when they can’t tell if a call is important or just another promotional offer.

By making sure marketing calls come from numbers that begin with 140, it’s much easier for customers to identify these as promotional or marketing in nature.

Additional Consumer Protection Benefits:

• Call blocking made easier: Customers can block the entire 140-series range if desired
• Better call logging: Telecom operators can track and analyze marketing call patterns
• Reduced fraud: Legitimate businesses are easily distinguished from spam callers
• DND compliance: Better integration with Do Not Disturb registry management

By making sure marketing calls come from numbers that begin with 140, it’s much easier for customers to identify these as promotional or marketing in nature.

4 Reasons Why You Should Move to 140-Series Numbers?

Now, you might be thinking, “Why should I bother with this change?”

Let’s walk through a few compelling reasons:

1. Compliance

The number one reason to switch is compliance. TRAI has made it mandatory for all businesses making marketing or promotional calls to use 140-series numbers.

If you don’t comply, you could face some pretty harsh penalties. We’re talking about fines that can go up to INR 50,000 per violation, and repeated offenses can even get your number blocked by telecom operators.

In short, it’s just not worth the risk to ignore this rule.

2. Gain Customer Trust

Have you ever gotten a call from an unknown number and immediately hesitated to pick it up?

Most of us have.

When you use a 140-series number, you’re giving your customers transparency – they’ll instantly know it’s a marketing call.

This means they’re more likely to answer your call if they’re genuinely interested, and they won’t feel misled.

Over time, this builds trust, which is key to maintaining good relationships with your audience.

3. Stop Being Labeled a Spammer

One of the worst things that can happen to your business is having your marketing calls flagged as spam.

When you use regular numbers for telemarketing, this risk is much higher.

Telecom operators are under pressure to filter out spammy calls, and if they see a number that’s not registered under the 140-series, they’re more likely to block it.

Using 140-series numbers ensures that your calls go through the right channels and don’t get automatically blocked. This makes sure your messages actually reach your customers without being buried under spam filters.

4. Build Brand Reputation

By adhering to TRAI’s rules and using 140-series numbers, you demonstrate that you’re a responsible and professional business.

Customers appreciate companies that follow ethical practices, and over time, this can lead to a stronger brand reputation.

When your customers trust you, they’re more likely to engage with your brand.

How Do You Make the Switch to 140-Series Numbers?

So, now that you’re convinced of the benefits, how do you go about switching to 140-series numbers?

Step 1: Choose Your Telecom Partner 

Select a telecom operator (Airtel, Jio, Vi, BSNL) that offers 140-series number allocation. Each operator has different pricing and service packages.

Step 2: Prepare Required Documentation

• Company registration certificate
• GST registration documents
• Sample marketing script and call objectives
• Authorized signatory identification
• DND compliance certificate

Step 3: Submit Application and Pay Fees

• Setup fees: INR 5,000 – INR 15,000 (varies by operator)
• Monthly rental: INR 2,000 – INR 8,000 (based on call volume)
• Per-minute charges: INR 0.50 – INR 1.20 (depending on destination)

Step 4: Technical Integration

• Update your contact center software (platforms like ClearTouch support 140-series integration)
• Configure call routing and analytics systems
• Train your calling agents on new procedures
• Test the setup with sample calls

Typical timeline: 15-30 days from application to go-live.

What Are the Benefits of Moving to 140-Series Numbers?

• You will be compliant.
• You will improve your brand’s reputation, gain customer trust, and avoid being flagged as spam.
• Improve transparency and enhance customer engagement.

Common Mistakes to Avoid

Mistake 1: Using 140-series numbers for non-promotional calls (customer service, order confirmations) 

Solution: Maintain separate number pools for different call types

Mistake 2: Incomplete documentation during the registration process 

Solution: Work with telecom consultants for proper application submission

Mistake 3: Not updating CRM systems with new number protocols 

Solution: Ensure all customer-facing teams understand the new calling procedures

Mistake 4: Ignoring DND registry compliance Solution: Regular DND list updates and customer consent tracking

The shift to 140-series numbers isn’t just about regulatory compliance; it’s about building a more transparent, trustworthy relationship with your customers while protecting your business from significant financial and reputational risks.

Your immediate next steps:

1. Assess your current calling volume and business requirements
2. Choose a telecom partner and begin the registration process
3. Update your contact center systems to support 140-series integration
4. Train your teams on new compliance procedures
5. Monitor and optimize your calling campaigns for better ROI

The businesses that adapt quickly to these regulatory changes will have a competitive advantage through improved customer relationships and uninterrupted marketing operations.

Feel free to reach out to us if you have any questions or need help transitioning to 140-series numbers. We can make the process easy and hassle-free for you!