79% of Indians avoid unknown business calls, creating new challenge for brands: Report

A recent study highlights a significant trend in India: nearly 80% of individuals are hesitant to answer business calls from unfamiliar numbers. This finding comes from "The State of Business Calling 2026" report, produced by Truecaller in collaboration with Tata Tele Business Services (TTBS). The research, conducted by Kantar, surveyed over 500 B2B companies and 1,000 consumers across 17 cities in India to delve into the dynamics of voice communication between businesses and their customers. The report uncovers a perplexing scenario in India's communication habits. While a substantial 76% of consumers express a preference for voice calls over digital forms of communication like emails or chats for business purposes, 79% of businesses report that their customers are actively avoiding calls from unknown numbers. Voice calls are still viewed as the most reliable communication method, especially in scenarios demanding clarity or urgency, with 56% of consumers supporting this claim. Nevertheless, the rise in spam calls, lack of caller identification, and poorly timed outreach is gradually undermining consumer trust in this medium. Priyam Bose, Global Head at Truecaller for Business GTM, remarked, "India does not have a calling problem; it has a trust and attention problem. Consumers want to know who is calling, why, and if it’s worth their time. Our findings suggest that businesses have an opportunity to engage more effectively by focusing on verified identities and contextual communication." According to the study, 49% of respondents indicated they would be more inclined to answer business calls if they could schedule callbacks at their convenience. Features such as clear caller identification and verified business badges were also noted as potential trust enhancers. On the business side, there is a growing acknowledgment of the need for trust-building measures. Approximately 64% of enterprises ranked caller identity as a crucial factor, followed by the adoption of verification symbols and previews that clarify the call's purpose. Interestingly, the report points out a disconnect in how businesses assess the effectiveness of voice communication. While 41% acknowledged trust and brand perception as significant reasons for using voice calls, many still rely on operational metrics like response rates and resolution times to gauge success. This approach overlooks the broader benefits of voice communication, which include enhanced customer satisfaction and retention. Vishal Rally, Chief Revenue Officer at Tata Teleservices, stated, "Voice remains vital for enterprise communication, particularly when immediate connection matters. As consumer expectations evolve, businesses must provide secure, intelligent, and context-aware communication experiences. At TTBS, we're empowering enterprises to develop integrated voice and digital solutions that reinforce customer trust and engagement." The report also emphasizes that industries such as banking, IT services, e-commerce, and logistics heavily depend on voice calls for critical functions like verification and customer support. Despite regulations like Distributed Ledger Technology (DLT) aimed at differentiating promotional from service calls, important service-related calls may still reach consumers even if they have opted for Do Not Disturb (DND) preferences. Hence, establishing recognizable caller identities and maintaining clear communication contexts is becoming increasingly essential.