A significant majority of Indian consumers, nearly eight out of ten, are actively avoiding business calls from unknown numbers, according to a new report from Truecaller. This trend presents a growing challenge for brands attempting to connect with their customers, even as voice communication remains the preferred method for many.
The Paradox of Preference and Avoidance
The "State of Business Calling 2026" report, commissioned by Truecaller and conducted by Kantar in partnership with Tata Tele Business Services (TTBS), surveyed over 500 B2B businesses and 1,000 consumers across 17 Indian cities. Its findings reveal a striking contradiction: while 76% of consumers prefer voice calls for business interactions over digital alternatives like email or chat, a staggering 79% actively avoid answering calls from unrecognised numbers.
Voice is still considered the most trusted channel for situations requiring clarity (56%), urgency, reassurance, or high-stakes decision-making. However, this trust is being eroded by increasing concerns over spam calls, unclear caller identities, poorly timed outreach, and a general lack of context for the call.
Rebuilding Trust in Business Communications
"India does not have a calling problem. It has a trust and attention problem," stated Priyam Bose, Global Head, Truecaller for Business GTM. "Consumers today expect to know who is calling, why they are calling, and whether it is worth their time. At Truecaller, we are focused on enabling verified identity and contextual communication to help businesses rebuild trust and improve engagement."
The study highlights several features that could significantly improve customer engagement and encourage them to answer calls:
- Scheduled Callbacks: 49% of consumers would be more likely to answer if they could schedule calls at a convenient time.
- Clear Caller Identification: Recognizable business names and logos.
- Verified Business Badges: Visual indicators of authenticity.
- Call-Purpose Previews: A brief explanation of why the business is calling.
Businesses are recognizing this shift, with approximately 64% of enterprises identifying caller identity as a top priority, followed by verification symbols and call-purpose previews.
Beyond Operational Metrics: Measuring True Impact
The report also points to a disconnect in how businesses evaluate their voice communication efforts. While 41% acknowledge that trust and brand perception are key reasons for using voice calls, most continue to measure success through operational metrics such as response rate (72%), time to resolution (57%), and cost per interaction (53%).
"Voice remains an important channel for enterprise communication, particularly when immediacy and human connection matter most," commented Vishal Rally, Chief Revenue Officer, Tata Teleservices. "As customer expectations evolve, businesses need secure, intelligent, and context-aware communication experiences."
These traditional metrics, the study argues, often fail to capture the broader impact of voice communication on customer relationships, including improved customer satisfaction (42%) and stronger customer retention (36%).
Sectors Most Affected and Regulatory Context
Sectors heavily reliant on voice calls, such as banking, financial services and insurance (BFSI), IT services, e-commerce, and logistics, are particularly impacted. These industries use calls for crucial functions like verification, compliance, customer support, and time-sensitive communications.
Despite existing regulatory frameworks like Distributed Ledger Technology (DLT) and the 140/1600 number series designed to differentiate call types, consumers still face important service-related calls even with Do Not Disturb (DND) preferences active. This makes recognisable caller identity and clear communication context more critical than ever to bridge the gap in unknown business calls India faces.