If the frequency of cold marketing calls and SMS messages has decreased on your devices recently, it can be attributed to businesses preparing to contact only those customers who have consented to be reached. Starting next week, new telemarketing rules will take effect, prompting businesses to adopt fresh strategies.
Across the UAE, companies are quickly adapting to the new telemarketing regulations, which strongly emphasize customer consent and privacy. These changes are compelling businesses to reassess their outreach strategies, leading to the adoption of more customer-centric approaches. The UAE’s new telemarketing regulations are scheduled to come into effect from August 27, as announced by the UAE Government. The new laws, introduced in early June 2024, impose restrictions such as limiting calls to between 9am and 6pm, not calling back residents on the same day if they reject the offer during the initial call, and prohibiting telemarketers from using any tactics to persuade customers to purchase products or services.
Telemarketing services are widely used in various sectors in the UAE, especially those that heavily rely on direct customer interaction and lead generation. Key sectors include real estate, banking and financial services, telecommunications, insurance, education and training, retail, and e-commerce. Farooq Syed, CEO of Springfield Properties, highlighted that the new telemarketing rules will help align the real estate market towards Dubai’s goal of becoming the top real estate market globally. Companies will need prior approval to conduct telemarketing activities and provide comprehensive training to marketers, deterring agents from relying on cold calling for new clients. These measures will also help eliminate unregistered agents and freelancers not associated with professional brokerage companies.
Avinash Babur, Founder and CEO of InsuranceMarket.ae, noted a shift towards personalized and consent-driven communication. Instead of cold calls, businesses are focusing on building relationships through channels where customers feel more comfortable, such as emails, SMS, and instant messaging platforms like WhatsApp. Companies are also investing in technology for more precise targeting, ensuring messages are relevant and welcomed, enhancing customer satisfaction and privacy. A Wantstats Research report projects the outbound telemarketing market in the Middle East and Africa to reach $1.7 billion by 2026, with a CAGR of around 3.9% between 2019 and 2026, dominated by the IT and telecom sectors, and fastest growth in the BFSI sector.
Vasim Salim, head of sales and marketing at PicPax.com, sees the new regulations as an opportunity to refine customer engagement strategies. Instead of cold calls, the focus is on generating inbound leads through timely responses, competitive pricing, and exceptional service, fostering loyalty and referrals.
