Telemarketing Rules in Singapore that you Should Know

In Singapore, telemarketing is governed mainly by the Personal Data Protection Act 2012, and its Do Not Call (DNC) provisions, plus the Spam Control Act 2007. Before calling or texting a Singapore number, organisations must screen it against the relevant DNC register (voice, text, or fax) unless they have clear consent. Calls are allowed only during permitted hours, callers must identify themselves, and breaches can attract penalties of up to S$1 million or 10% of annual Singapore turnover. B2B calls to business numbers are generally exempt from the DNC rules.

Telemarketing has long been an influential tool used by businesses to connect with potential clients. As much as it is efficient, precautionary measures should be taken to ensure compliance, adherence to regulations, and build trust with target customers – and this means trodding the legal landscape with utmost care.

But, first things first: What is telemarketing?

Telemarketing pertains to the direct way of advertising where a sales rep contacts prospects through various channels like phone, email, or other methods through the internet to market a product or service.

In a bustling city like Singapore, personal space is a valuable commodity that even the slightest annoyance can bring frustrations, which makes it an unsurprising fact that over 67,000 consumers eagerly signed up for the Do Not Call (DNC) registry within just 18 hours of its launch.

The Singaporean government has set up a robust system to safeguard consumers against unsolicited calls and promote fair and transparent telemarketing practices. Adhering to these rules is essential for legal compliance, amiable customer experiences, and lasting relationships. These specific guidelines ensure that telemarketing activities are respectful, compliant, and effective.

Whether you’re a marketer, a business owner, or a consumer, this blog serves as a comprehensive guide for you to smoothly navigate the legal landscape, protect your business, and foster strong and trusting relationships with your customers. Moving forward, here’s what you need to know:

Telemarketers are rampant not only in the US but also in Singapore and all over the world. Many Singaporeans don’t like getting telephone calls from telemarketers advertising different products and services. That is why some Singaporeans decided to register on the Do Not Call (DNC) Registry.

This gives you the option to opt out of marketing messages (including promotions or advertisements of goods and services) that are addressed to your Singapore phone number. Signing up for this registry gives you more control over what types of messages you receive on your mobile phone, telephone, or fax machine.

The DNC Registry opened for registration in December 2013 and came into force on 2 January 2014, letting individuals opt their Singapore numbers out of marketing calls, texts, and faxes.

Telemarketing in Singapore is governed by two main laws: the Personal Data Protection Act 2012 (PDPA), which contains the Do Not Call (DNC) provisions, and the Spam Control Act 2007. Both are enforced by the Personal Data Protection Commission (PDPC), while the Infocomm Media Development Authority (IMDA) oversees unsolicited communications more broadly. Alongside the law, the Contact Centre Association of Singapore (CCAS) publishes a voluntary industry code of practice that sets professional standards such as permitted calling hours.

Do Singapore’s telemarketing rules apply to B2B calls?

If you are marketing to other businesses rather than to consumers, the rules work differently, and mostly in your favour.

DNC Registry: B2B calls are exempt. The Do Not Call provisions apply to marketing messages sent to individuals. A marketing message sent to an organisation for its business purposes is not treated as a “specified message” under the PDPA, so you generally do not need to screen genuine business numbers against the DNC registers before calling. If a person uses one number for both personal and business purposes, you may still contact them on that number for legitimate B2B reasons.

PDPA data-protection duties: limited to business contact information. The PDPA’s consent and notification obligations generally do not apply to “business contact information”, which covers a person’s name, job title, business phone number, business address, and business email provided for business rather than purely personal purposes. In practice, genuine B2B outreach carries a much lighter consent burden than B2C. The important caveat: the data must be lawfully obtained business contact information. Personal mobile numbers and personal emails are not automatically business contact information, and lists that were scraped or bought without a lawful basis can still create exposure.

Spam Control Act: still applies to bulk email and SMS. The one area where B2B is not exempt is unsolicited commercial email and SMS sent in bulk. The Spam Control Act 2007 covers B2B as well as B2C, so bulk B2B email and SMS must carry clear sender identification and a working unsubscribe option, and opt-out requests must be honoured within the required business days under the Spam Control Act. Voice calls sit outside the Spam Control Act, which is why B2B calling is the cleanest of the three channels.

In short: for compliant B2B outreach in Singapore, calling business numbers is broadly clear of the DNC registry, business contact information carries light PDPA obligations, and only bulk email and SMS require the fuller Spam Control Act treatment.

The rules below cover both the legal obligations you must follow and the industry standards that reflect good practice.

When can you make telemarketing calls in Singapore?

Schedule	Permitted Calling Hours
Weekdays (Monday–Friday)	8:00 AM – 9:00 PM
Saturday	9:00 AM – 6:00 PM
Sunday	Calls are prohibited all day
Regular Public Holidays	Calls are prohibited all day

The CCAS industry code sets the accepted calling hours for telemarketers in Singapore:

• Weekdays: [8:00 am to 9:00 pm]
• Saturdays: [9:00 am to 6:00 pm]
• Sundays and public holidays: no calls

Calls outside these hours should only be made with the called party’s express prior consent. These hours are an industry standard under the CCAS code rather than a statutory rule, but following them is expected practice and reaches prospects at reasonable times.

Identify yourself and do not mask your caller ID

Under the PDPA’s DNC provisions, telemarketers must identify themselves clearly. On every outbound call, state your name, the organisation you are calling on behalf of, and the purpose of the call. The law also requires that your caller line identity not be concealed or withheld when you make a marketing call. Anonymous or masked marketing calls are not allowed.

Provide information when the recipient asks

If the person you call asks, you must provide:

• The telemarketer’s name and contact details
• The name of the telemarketer’s supervisor
• The organisation you are calling on behalf of
• The nature of that organisation’s business
• The source of the prospect’s contact information, where available

If you are making cold calls in Singapore, learn essential tips for successful cold outreach.

What are the DNC rules in Singapore?

The DNC Registry lets people with Singapore phone numbers opt out of marketing messages. It has three separate registers, and you must check the one that matches how you plan to reach people:

• No Voice Call Register
• No Text Message Register
• No Fax Message Register

Before sending any marketing message to a Singapore number, screen it against the relevant register, unless the person has given you unambiguous consent. Since 1 August 2023, a DNC check result is valid for 45 days, so lists must be re-screened within that window. Organisations that screen against the registry pay a one-time account fee of S$30, or S$60 for overseas companies.

The DNC rules also apply to marketing messages sent through apps that use a phone number as the identifier, such as WhatsApp and Telegram. If someone asks to be removed from your list, keep your records up to date and honour the request.

Important for B2B: marketing calls and messages sent to business numbers, business-to-business, are generally not covered by the DNC provisions. Callbox works almost entirely in B2B, which is why our clients can run compliant outbound campaigns in Singapore. Even so, the PDPA’s data-protection duties and the Spam Control Act still apply, so consent and proper record-keeping remain essential.

For Businesses: Things to note about the DNC registry

1. Screen before you contact. Always check a number against the relevant DNC register before you call or message, whether you run the campaign in-house or outsource it. Responsibility stays with your organisation either way.
2. Penalties for breaches. Sending a marketing message to a registered number without consent is an offence. The financial penalty can be up to S$1 million, or 10% of the organisation’s annual turnover in Singapore, for organisations with annual local turnover above S$10 million.
3. Check the validity window. A DNC check result is valid for 45 days. Re-screen your list within that window before contacting.
4. Exempted messages. DNC screening applies to marketing messages. Certain messages are exempt, including those confirming a transaction, warranty, or product-safety information, delivery updates, market-research surveys, and account-balance notices.
5. Consent must be valid. Consent to receive marketing messages is not valid if it was obtained through misleading or deceptive means, or given under circumstances that were not reasonable.

The Spam Control Act 2007: unsolicited email and SMS

The DNC rules cover marketing by phone. Unsolicited commercial email and SMS sent in bulk are governed separately by the Spam Control Act 2007. The key points:

• It applies to commercial electronic messages, mainly email and SMS, sent in bulk. Voice calls sit outside the Spam Control Act and are handled under the DNC provisions instead.
• It applies to both B2C and B2B messages, so unsolicited promotional emails to business contacts can still count as spam without proper consent and identification.
• Every commercial message must include accurate sender identification and a working unsubscribe or opt-out facility.
• Opt-out requests must be honoured and processed within 10 business days. Once someone opts out, do not message them again unless they give fresh consent.
• Address-harvesting software and dictionary attacks used to gather contact details are prohibited.

Telemarketing in Singapore can be challenging without a solid strategy. Discover how a top logistics company effectively scheduled teleconference meetings by outsourcing to experts.

Outsourcing to a strong lead gen services provider in Singapore

Establishing and scaling your B2B business in Singapore can be challenging due to stringent telemarketing regulations. However, those who are aiming to promote their products and services to customers using Singapore numbers can still successfully penetrate the market. One efficient solution to consider is outsourcing to a lead generation services provider that has a strong foothold in Singapore, such as Callbox.

Singapore’s telemarketing regulations are a complex landscape to navigate, but with Callbox’s expertise and deep understanding of the local compliance requirements, you can stay on the good side of the law and maximise the potential of the market without harming your business. 

Callbox has been the premier telemarketing lead generation services provider in Singapore, helping businesses acquire valuable leads and grow since 2004. With our expertise in telemarketing and appointment setting services, combined with a multi-touch, multi-channel strategy and AI-powered tools, we enable your business to reach, acquire, and follow up with your target prospects and convert them into clients.

Our Singapore region-centered expertise provides valuable insights into market dynamics, customer preferences, and an understanding of cultural nuances and business practices in Singapore, ensuring effective target telemarketing strategies.

Aside from your telemarketing needs, Callbox can also empower your business in event marketing and database solutions. 

You can avail of our services with flexible and tailored pricing according to your business needs (request for pricing).

We understand that navigating legal rules for your sales calls can be intimidating, but Callbox is here to help you. Partner with us!