Back to 2007, TRAI has set up a National Do Not Call (NDNC or DND) Registry to curb unsolicited Promotional or Commercial Calls/Messages arising from Telecom Systems to protect consumer interests.

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It was in 2010, I attended a cousin’s wedding where I and a few others had to take care of all the arrangements for the ceremony. As usual a hectic workload managing things, receiving calls, answering them all day long. Most of the time came across making/receiving calls from new numbers because it dealt with people from different services. Those which irritated me a lot during the work are the Commercial/Promotional calls and messages especially the Caller Tune calls – “Hey are you bored of that Boring Tring Tring?” Who the hell in that situation expect a stupid promo call from different Numbers all the time? While the story ended – There is always a similar or different situation of such kind which each of us had faced. Isn’t it?

The DND set up in 2007 failed to help customers or protect consumer interest (Similar way happened to me in 2010) and in 2011 TRAI again came up with a new Regulation for Telecom Operators called National Customer Preference Register (NCPR). Thanks to TRAI regulation which helped us to secure some peace of mind.

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Now with the growing knowledge of DND among most mobile users, guess what?

These Telecom Operators being disruptive innovators in chasing every scope to reach users discovered a new way to grab the attention of users – The Call Connection/Establishment time. (Time during which the call gets connected to caller Tone or Dialer Tone of the called user – leaving technical aspects aside).