Manipulating Network Links Uncovered
In South Africa, the Independent Communications Authority of South Africa (ICASA) has imposed strict regulations on the use of mobile numbers for call centres. According to the ICASA 2016 Numbering Plan Regulations, the use of mobile phone number ranges like 082, 083, or 072 for fixed-location services such as call centres is prohibited [1].
Despite these regulations, some call centres continue to exploit mobile numbers to increase connect rates, a practice that not only violates the law but also poses risks to their reputation and brand trust. Non-compliance with these regulations can result in significant penalties, with fines of up to R3 million per infringement [2].
The use of mobile numbers in call centres might offer short-term benefits, such as higher connect rates. However, it can lead to consumer distrust and spam issues, as these numbers are often used to spoof genuine calls [2]. Therefore, call centres must adhere to the regulations and use approved numbers for their operations to maintain brand integrity and avoid legal repercussions.
The ICASA regulations are not just about safeguarding the industry but also ensuring sustainability for companies. Aligning your contact centre with the law not only safeguards your brand but also ensures sustainability [2]. Companies that adhere to ethical standards are the ones that will thrive, while those engaging in unethical practices harm both consumers and themselves [2].
In a challenging economic climate, some companies might be tempted to opt for this approach despite its reputational and financial risks. However, the potential R50 million revenue that could be generated by using mobile numbers for call centres is often seen as outweighing the risk of a R3 million fine for non-compliance [2].
ISPs committed to protecting both consumers and the industry support this initiative. ISPA, the Internet Service Providers' Association of South Africa, is advocating for the use of legitimate, assigned geographic numbers [1]. ISPA has reached out to ICASA to urge stricter regulations against the unlawful use of mobile numbers by call centres [1].
Change needs to originate from the brands themselves by embracing ethical best practices and partnering with service providers who comply with regulations [3]. Companies that adhere to ethical standards are not just falling behind but are also being unfairly judged alongside those engaging in less scrupulous practices [3].
By adopting geographic numbers, companies can position themselves on the right side of change and ensure they are ahead of stricter regulations. Moreover, each successful connection increases the number of potential leads, which can ultimately translate into successful sales [3].
South Africans are experiencing a rise in spam calls, with many coming from mobile numbers. This practice makes returning calls impossible and reporting them becomes futile, as numbers are quickly swapped out when flagged for abuse [3].
As of 2025, there are ongoing updates to various telecommunications regulations in South Africa, including the Number Plan Regulations. However, the specific restriction on using mobile numbers for call centres remains in place, emphasizing the need for compliance with established regulations [1].
References: [1] ISPA. (2021). ICASA consults on changes to numbering plan regulations. Retrieved from https://www.ispa.org.za/icasa-consults-on-changes-to-numbering-plan-regulations/ [2] ICASA. (2016). Numbering Plan Regulations. Retrieved from https://www.icasa.org.za/wp-content/uploads/2021/01/Numbering-Plan-Regulations-2016-1.pdf [3] BusinessTech. (2020). Call centres using prepaid SIM cards to increase answer rates, says ISPA. Retrieved from https://businesstech.co.za/news/technology/414866/call-centres-using-prepaid-sim-cards-to-increase-answer-rates-says-ispa/
- The call centres, despite the regulatory limitations, persistently employ mobile numbers to boost their connect rates, which not only breaches the rules but also undermines their reputation and trust in their brand.
- Aligning with the ICASA regulations isn't just about safeguarding the industry but also ensuring sustainability for companies, as compliance not only secures brand integrity but also fosters a long-term, ethical approach that benefits both consumers and the company.
