Is AI calling legal in India? A plain guide to DND, TRAI and DPDP

In short

Yes. AI calling is legal in India if the business follows the rules that apply to any business call: TRAI's rules on promotional calls and DND, the DPDP Act on consent and personal data, and sector rules such as RBI's for loan recovery. With MsgClub AI Voice, you call your own leads and customers and stay responsible for consent.

Updated 15 Nov 2026 · General information, not legal advice

Who is responsible for what?

MsgClub AI Voice

Calls the numbers you upload or send through the API
Follows the script and schedule you approve
Transfers the call to your team when a customer asks for a person
Stores call data, recordings and transcripts in India

You, the business

Call only leads and customers who agreed to be contacted
Check DND status before promotional calls
Choose permitted calling hours for your campaigns
Tell people the call is automated and recorded where required
Follow the rules for your sector (RBI, IRDAI, RERA)

Which rules apply to AI calls in India?

TRAI and DND

TRAI's commercial communication rules (TCCCPR, amended in 2025) cover business calls. Numbers on the DND registry must not get promotional calls unless the person has consented. Service and transactional calls about a customer's own account or order rely on the existing relationship, but must stay about that service. Under the 2025 amendment, promotional calls use the 140 number series, service and transactional calls use the 1600 series, and ordinary 10-digit numbers must not be used for telemarketing (TRAI, Feb 2025). Banks, NBFCs and other financial firms had 1600-series deadlines in early 2026.

DPDP Act, 2023

India's data protection law. Collect personal data for a clear purpose with notice and consent, let people withdraw consent, and delete data you no longer need. The DPDP Rules were notified on 14 November 2025, with most duties phased in over 18 months (PIB). For the calls you run, your business decides who is called and why.

RBI rules for loan recovery

Recovery calls are allowed only between 8 am and 7 pm unless the borrower asks otherwise, and intimidation is banned. RBI's amended directions, issued on 6 August 2026 and in force from 1 January 2027, also require lenders to record the content of recovery calls and tell the borrower the call is recorded (RBI, 2026; parallel directions cover NBFCs and other lenders). Lenders should run their EMI reminder and collection call campaigns within these hours.

Insurance and real estate

Insurers follow IRDAI's rules on selling and servicing policies, and developers follow RERA on what they can promise. Keep AI scripts within the same limits your human team follows.

Do I have to tell people they are talking to an AI?

It is good practice, and it builds trust. Start the script by saying who is calling, that the call is automated, and that it is recorded. People who know what to expect are more likely to stay on the call and less likely to complain. For loan recovery calls, RBI's directions require lenders to tell the borrower the call is recorded from 1 January 2027.

What should I check before launching an AI calling campaign?

Six checks that keep AI calling campaigns on the right side of the rules.

1Every number on the list came from your own customers or enquiries
2You have consent for promotional calls, or checked DND status, and each call is clearly service or promotional
3Calling hours suit the rules for your sector
4The script says who is calling and that the call is recorded
5A person on your team can take transferred calls
6People who ask not to be called again are removed from future lists

Compliance questions

Can I call numbers registered on DND?

Not for promotional calls without the person's consent. Service and transactional calls about a customer's own order, loan or appointment are allowed under the existing relationship, as long as the call stays about that service and adds no sales pitch.

Can I upload a bought or scraped number list?

No. MsgClub AI Voice is meant for calling your own leads and customers. Bought or scraped lists usually lack consent and break DND rules.

Where is call data stored?

MsgClub AI Voice stores call data, recordings and transcripts on servers in India. Your team can play recordings and read transcripts for every call in the dashboard.

Who is responsible if a campaign breaks the rules?

The business that runs the campaign, as with any calling tool. MsgClub AI Voice calls the numbers you provide, on the schedule and script you set.

Plan a compliant AI calling campaign with our team

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