New Compliance

Do-not-call rules for cold callers: a plain-English overview

The basics of the US National Do Not Call Registry, the TCPA, calling hours, internal do-not-call lists and text-message consent, explained simply for sales teams.

By the Afterdial team · November 4, 2026 · 3 min read

Note: this article is general information, not legal advice. Rules differ by country, state and industry, and they change. Check with a qualified lawyer before you build a calling program.

Calling rules exist so people can say "stop" and have it stick. Most of what a sales team needs to do comes down to three habits: check the registry, respect calling hours, and honor every "don't call me" immediately.

The main US rules at a glance

RuleWhat it covers, in short
National Do Not Call Registry (run by the FTC)Consumers can register their number; most telemarketing calls to registered numbers are not allowed without permission or an existing business relationship.
Telemarketing Sales Rule (TSR)FTC rule covering telemarketing practices, including the registry, call-abandonment limits and disclosures.
TCPA (enforced by the FCC)Limits on autodialed and prerecorded calls and texts, especially to cell phones, and calling-hour limits.
Calling hoursTelemarketing calls to consumers are limited to 8 a.m. to 9 p.m. in the recipient's local time.
State rulesMany states add their own registries, hours or restrictions.

Calls to businesses are generally treated differently from calls to consumers, but not entirely: a sole proprietor's cell phone may still be covered. When in doubt, treat the number as a consumer's.

Internal do-not-call lists

Separate from the national registry, companies that telemarket to consumers are expected to keep their own do-not-call list. When someone says "don't call me again," that request should be recorded right away and respected across your whole team and every list you use.

This is where most teams slip. The rep hears it, says "of course," and moves on to the next dial. The number stays in the dialer and gets called again next month by someone else.

Text messages need consent

Business texting has its own rules. In general, get clear consent before sending marketing texts, identify your business, and give people an easy way to opt out (like replying STOP). In the US, business texting over regular phone numbers also requires A2P 10DLC registration through your SMS provider.

Outside the US

Other countries run their own versions:

  • Canada: the National Do Not Call List (DNCL), run by the CRTC.
  • United Kingdom: the Telephone Preference Service (TPS), plus the Corporate TPS for businesses.
  • Australia: the Do Not Call Register.

If you call internationally, check each country's rules and its registry separately.

A simple compliance checklist

  1. Scrub your lists against the relevant registries before calling.
  2. Call consumers only during allowed hours in their time zone.
  3. Record every "don't call me" the moment it's said, and sync it across tools.
  4. Get consent before texting, and honor STOP immediately.
  5. Train every caller on the basics, and keep records.
  6. Ask a lawyer to review your program, especially before using autodialers or prerecorded messages.

How Afterdial helps

Afterdial listens for do-not-call requests on every call. When someone asks not to be contacted, it flags the number on your account and stops all reminders and follow-ups to that contact automatically. It also schedules callbacks and reminders in the prospect's local time zone, and only sends texts to people who agreed to them on the call. It's a safety net, not a substitute for your own compliance process.

FAQ

Can you cold call numbers on the Do Not Call Registry?

For most consumer telemarketing in the US, no, unless you have permission or an established business relationship. Business-to-business calls are treated differently. Ask a lawyer about your situation.

What hours can you legally cold call?

For consumer telemarketing in the US, between 8 a.m. and 9 p.m. in the recipient's local time. Some states are stricter.

What should I do when someone asks not to be called again?

Apologize, confirm, and add them to your internal do-not-call list right away so nobody on your team calls them again.

Afterdial does the after-call work for you.

It listens through your dialer, logs the outcome, books the meeting, sends the reminders and lines up callbacks.

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