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Regulations when calling from UK numbers

This explains some of Ofcom's most essential telecoms regulations, which UK phone numbers are required to adhere to.

Written by Line Jensen

If you are using phone numbers from the United Kingdom, you must ensure that your phone number setup complies with UK legislation.

Most importantly, inbound calls in the UK must be handled, and your customers must have the option to opt out.

How to handle inbound calls from UK numbers correctly

There are different ways to change your inbound settings in Adversus. You can alter them directly in the settings for a specific campaign, but in this case, you need to adjust them through the Phone number settings, which allows you to customize your settings more specifically.

NOTICE: Inbound settings in Adversus always apply to the specific Inbound number - not to a specific campaign. If you edit your inbound settings on one campaign, these settings will also apply to any other campaign using that inbound number.

  1. Go to Settings and Phone numbers

  2. Find the number you want to set up. Click on the number you want to edit, or on three dots to the right and choose Edit settings from the drop down.

  3. Choose Inbound in the top menu. Now, all settings will appear. We'll take them step by step.

  4. First, choose where to assign your inbound calls. To the right, you can choose to assign to:

    a) Campaigns (inbound): The call to this number will be assigned to all available agents on the chosen campaigns.

    b) Agents (inbound): The calls to this number will be assigned to the agent(s) you choose, which are online in the dialer. If you choose agents, the calls will be offered to them across campaigns.

    c) Inbound routing: All calls to the chosen numbers are routed to this number. Choose this if you want to call out with a number pool and have all inbound calls routed to a single phone number.

  5. The next step is to make sure that your incoming calls are handled correctly, following UK legislation. This means you need to set up an informative introductory message that must adhere to specific rules, provide an option to opt out, and determine what should happen with calls that go unanswered.

    The settings menu looks like this:


    The following is required:

If agents are available to take calls, a recording must be uploaded under Introductory message that is played before the on-hold dialer tone starts, with a minimum of 10 seconds per recording, that mentions:

  1. Company name, you're calling on behalf of

  2. If the customer no longer wants to be called, they can press 9 to opt out.

If no agents are available to take the call, a recording must be uploaded under Message that is played if there are no active agents on the campaign stating:

  1. Company name you're calling on behalf of

  2. Reason for calling/the customer will be called back as soon as possible

  3. If the customer no longer wants to be called, they can press 9 to opt out.

We recommend that leads who press 9 to opt out be closed with the status Unqualified and added to the Blacklist (select 'True' from the dropdown, as shown above) to prevent accidentally refreshing your leads with an unqualified status and making them available for calling again.

To summarize, at the end of this article, your inbound set up should contain at least the following:

  1. Have either campaigns or agents on the inbound number that may take the inbound calls;

  2. One recording with required information is placed under "Introductory message that is played before the on hold dialer tone starts" (minimum 10 seconds;

  3. One recording with required information is placed under "Message that is played if there are no active agents on the campaign" (minimum 10 seconds).

Please note we are not able to support your outbound traffic to the United Kingdom if your numbers do not adhere to these requirements.

Happy calling!

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