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Glossary

140-series numbers

140-series numbers are Indian phone numbers starting with 140, set aside by TRAI for regulated promotional calls, such as offers and sales calls. Since TRAI's February 2025 amendment, telemarketing can't come from ordinary 10-digit numbers. Under TRAI's 2026 amendment, 140 numbers must not be flagged as spam to the people receiving them.

How it works on Indian calls

TRAI splits commercial calls by purpose, and each purpose has its own number series under the TCCCPR:

Call typeNumber series
Promotional140xx
Service and transactional1600xx and 1601xx
  • February 2025. TRAI's amendment announced in press release No. 11 of 2025 moved telemarketing off ordinary 10-digit numbers and put promotional calls on the 140 series.
  • November 2025. TRAI's direction of 19 November 2025 requires banks, financial services firms and insurers to make promotional calls only from 140xx numbers.
  • September 2026. The Third Amendment (PIB release ID 2311989, 18 September 2026) says 140 numbers must not be shown to recipients as spam. Caller-ID and spam apps may not block or spam-tag them wholesale, though anyone can still block a number on their own phone.

A 140 number tells the person what kind of call it is before they answer. It doesn't lift the DND rules: a promotional call still needs the person's preferences or registered consent on its side.

Why it matters

A promotional AI campaign can't run from an ordinary 10-digit number. Keeping promotional calls on 140 and service calls on 1600 or 1601 also keeps each campaign honest about its purpose, which helps when people decide whether to pick up.

How Kallix handles it

Kallix supplies 140-series numbers for promotional calls through our telephony partner, Vobiz, and declares automated (A2P) calling for them. Every number on your list is checked against the NCPR before the campaign dials. Run promotional and service calls as separate campaigns, each on the matching series. Inbound and numbers →

TRAI rules for AI calls

Common questions.

More on the FAQ page, or write to us.

No. Since TRAI's February 2025 amendment, telemarketing from ordinary 10-digit numbers isn't allowed. Promotional calls go out on 140-series numbers, and service and transactional calls on the 1600 or 1601 series.

Yes. The series shows the call is promotional; it doesn't override a person's preferences. A promotional call needs the person's DND preferences to allow it, or their consent registered on the DLT platform.

Yes. Kallix supplies 140-series numbers for promotional calls through Vobiz. It also helps you get 1600 and 1601 numbers, issued in your business's name, for service and transactional traffic, and regional numbers for inbound lines.

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