Voice
There’s perhaps nothing as distinctively personal as talking on the phone. Building bespoke voice experiences is a crucial way of communicating with your customers and enabling excellent experiences.
By integrating interactive voice response (IVR) with conversational artificial intelligence tools, you can create a scalable and personalized self-service experience that enhances resolution times and boosts customer satisfaction.
Twilio’s Voice API allows you to make outbound calls, set up call queues, customize call responses, and make inbound or outbound calls from your browser or applications. And in terms of security, it enables emergency call routing to public safety answering points, marked calling to protect sensitive data, and HIPAA and Payment Card Industry (PCI) compliance.
And with Lookup Reassigned Number, businesses can harness mobile-based intelligence to work out if the same user who previously owned a number is still the current owner.
Spam is another factor affecting compliance that needs to be addressed. First, you should ensure you are not a spammer. Secondly, you should ensure you are not inappropriately considered a spammer. For instance, behavioral analytics engines in the U.S. are increasingly labeling legitimate calls as spam and this reduces answer rates and increases call blocking because of negative reputation.
If you’re based in the U.S. and follow all best practices—but your calls are still labeled spam—add your phone number to the Free Call Registry. This registers your phone numbers for legitimate calls to major U.S. cellular providers.
Top tips for voice compliance
This is a caller identification framework designed to combat fraudulent robocalls and give legitimate calls a better chance of being answered. Having a high level of SHAKEN/STIR attestation reassures the analytical engines that you’re above board, so register today to get the ball rolling.
By using services such as Twilio Voice Integrity to register your phone numbers with carriers such as T-Mobile, Sprint, and AT&T.
These often require providing robust ID to carrier or local law enforcement.
You’re not only wasting your valuable time, but if you call numbers which have requested to be removed, regulators may take action.
A recent Federal Communications Commission (FCC) ruling impacts any business using AI-generated voices in robocalls in the U.S. It clarifies that TCPA governs the use of artificial or prerecorded voices (including AI-generated) and emphasizes the necessity of getting prior express consent from recipients before making these types of calls.
If there's any circumstance where a customer might respond to a campaign and payment information could be exchanged over the phone, be sure to use PCI-compliant pay connectors.
And be sure you are following guidelines for collecting and storing personal data for this purpose.
If you secure voice-marketing leads from sources outside of your direct first-party interactions with consumers, convene with your legal council to ensure you are compliant with the new FCC “one-to-one” consent requirements.
This is set to go into effect in the U.S. in January 2025, and prevents lead generators from obtaining consent on behalf of multiple businesses or sellers.
If voice is a part of your marketing mix now or in the future, check out the following resources to help ensure your compliance
You can view in-country voice guidelines for nations from Argentina to Vietnam.
As mentioned, this framework of interconnected standards means calls traveling through interconnected phone networks have their caller ID signed as legitimate by originating carriers and verified by other carriers before they reach consumers.
The CAN-Spam Act establishes rules and requirements for sending unsolicited commercial messages via telephone.
PCI ensures you protect and secure your customers’ sensitive card data when making a payment over the phone.
GDPR applies in all EU member states and requires explicit consent for call recordings. Organizations must explain the purpose of recording, processing and storing calls.
Twilio Voice in action
“When a customer places a call into customer service, we can see the message exchange so we can provide better service. And because of Twilio, when you call we can pull up your information automatically.”
To maximize customer and shopper privacy, Instacart sends communications about deliveries and pick-up details using obscured phone numbers.
Customers can connect with Instacart whenever and however they choose, via voice, email, SMS or chat.
Instacart customer service has instant insight to customer orders, so the service can be continually improved.
Instacart delivers in 20 states and 375 cities, efficiently and compliantly fulfilling its 1 hour customer delivery promise.
