140 number series for telemarketing companies to be launched in a week: DoT

The Department of Telecommunications (DoT) has approved the 140 number series for telemarketers? landline numbers to help consumers recognise such calls. The new number series is expected to be introduced in a week.

Prior to this, the Telecom Regulatory Authority of India (TRAI) had asked DoT to allocate an easily identifiable number series for telemarketing companies, in order to curb unsolicited calls and SMSs.

While a series beginning with 140 was allocated to mobile services earlier, a separate identifiable number series will now be allocated for landline numbers.

In December 2010, TRAI had framed guidelines entitled, The Telecom Commercial Communications Customer Preference Regulations, 2010 to curb such calls and SMSs.

Since then, many deadlines have lapsed for implementing the guidelines, in view of the absence of an identified number series. TRAI has recommended a maximum fine of Rs 0.25 million on telemarketing companies for making unsolicited calls or SMSs to a consumer registered under the national customer preference register.

DoT had pointed out various technical, billing and security concerns in issuing a number series for landline services. A call from a landline number can be identified based on a STD code, the initial digits and then levels (digits following STD codes), which differs from exchange to exchange within a city.

It was contended that if the 140 number series is used, it would impact the numbering system used at present for allocating new connections. Adding a three-digit series to landline numbers will take the total number of digits to 13 and to transmit such numbers on telecom networks, Bharat Sanchar Nigam Limited (BSNL) and Mahanagar Telephone Nigam Limited (MTNL) would need to install new equipment in the exchanges.