Cold Calling Laws Explained: AI, Autodialers & DNC Rules 2025

Major Takeaways: Cold Calling Laws

Cold Calling Is Still Legal—but Heavily Regulated

While cold calling isn’t banned, sales teams must follow national laws like the TCPA, TSR, and GDPR. Violations can result in fines exceeding $50,000 per call.

AI Cold Calling Now Requires Consent in the U.S.

As of 2024, FCC regulations classify AI voice calls as robocalls. These require prior express written consent or risk TCPA penalties of up to $1,500 per violation.

Legal Calling Times Are Strictly Enforced

U.S. federal law allows calls only between 8 AM and 9 PM local time, with some states reducing this further. Canada and Europe enforce similar or stricter windows.

Do-Not-Call Lists Must Be Scrubbed Monthly

Businesses must check call lists against national DNC registries at least every 31 days. Internal DNC requests must be honored immediately and documented for at least five years.

Autodialers and Voicemail Drops Are High-Risk

Using predictive dialers or voicemail drops to cell phones without consent can violate both federal and state-level mini-TCPA laws, especially in states like Florida.

Consent Strategies Improve Compliance and Conversions

Gaining express consent through forms, webinars, or gated content protects against legal risk and warms up leads—improving outreach efficiency and deliverability.

B2B Cold Calling in Europe Requires “Legitimate Interest”

Under GDPR, most European cold calls must be business-relevant and backed by a documented legal basis like legitimate interest, with immediate opt-outs honored on request.

Omnichannel Outreach Reduces Compliance Risk

Blending cold calls with email and LinkedIn in a strategic sequence improves engagement and limits overexposure on any single channel, while adhering to regional laws.

Introduction

In 2024, regulators made a bold move: the U.S. FCC unanimously ruled that AI-generated cold calls without consent are illegal, treating them the same as robocalls (2). That year alone, two political groups paid $47 million in fines for unlawful robocalls (3), and the FTC logged over 2 million Do Not Call complaints (4). Clearly, B2B cold calling laws in 2025 demand our full attention. As sales leaders and B2B marketers, we must navigate a thicket of regulations – from new AI calling bans to classic telemarketing curfews – to keep our outbound efforts effective and compliant.

In this comprehensive guide, we examine the latest cold calling laws across the U.S., Canada, and Europe. You will learn whether cold calling is legal (short answer: yes, but heavily regulated), how AI/autodialer rules have tightened, what times you’re legally allowed to call prospects, and strategies to stay on the right side of Do-Not-Call (DNC) lists. We’ll also highlight best practices for B2B cold calling compliance and success, drawn from our experience at Martal Group in running omnichannel outbound campaigns.

By the end, you’ll have a clear roadmap to confidently conduct cold calls in 2025 – reaching prospects across the globe without crossing legal lines. Let’s dive in with a look at the fundamental question: is cold calling even legal today?

Is Cold Calling Illegal? Understanding the Legality in 2025

More than 2 million consumers filed Do Not Call complaints, prompting tighter FTC enforcement.
Reference Source: Federal Trade Commission

Let’s address the elephant in the room: is cold calling illegal nowadays? The answer is no – cold calling itself is not illegal. However, it is tightly regulated by a web of laws that vary by country (and sometimes by state). Cold calling remains a common B2B sales tactic, but you must follow telemarketing laws or face steep penalties. In 2023, the U.S. FTC reported over 2 million complaints about unwanted calls (4), and regulators are aggressively enforcing the rules.

Cold calling is legal, but with conditions: In the United States, for example, cold calls are allowed only if you comply with laws like the Telephone Consumer Protection Act (TCPA) and the Telemarketing Sales Rule (TSR). These set rules on who you can call, when, and how. Violating the Telemarketing Sales Rule can mean fines up to $51,000 per call (4) – yes, per call. And under the TCPA, calling someone who didn’t consent can trigger damages of $500 to $1,500 per violation (4). No wonder one survey found 67% of B2B buyers say they lose trust in vendors that flout compliance (3).

B2B vs. B2C calls: A key legality distinction is between consumer and business calls. Many telemarketing laws (like DNC lists) focus on protecting personal consumers, not business lines. For instance, the U.S. National Do Not Call Registry is meant for private home and cell numbers – businesses generally can’t put their main lines on it. This means cold calling businesses is broadly legal in the U.S., provided you’re calling a business phone. However, if you’re dialing an individual’s mobile number for a sales pitch, it’s treated like a consumer call. Always assume the personal cells of B2B decision-makers are protected by the same rules as any consumer phone.

Europe and Canada: Overseas, cold calling legality also hinges on consent and purpose. In Canada and the EU, there is no blanket ban on cold calls, but strict privacy laws apply. Canada requires scrupulous checking of its national DNC list and honoring call curfews (more on that later). The European Union’s GDPR doesn’t outlaw calling outright – but it gives individuals strong rights to privacy and to opt out of marketing. Bottom line: Cold calling is lawful as a B2B outreach method in 2025, but you must know and obey the rules in each region you operate. Ignorance is not a defense; regulators worldwide are watching closely.

Stat: The U.S. FTC’s annual report noted 2+ million Do Not Call complaints in 2023 alone (4), underscoring how actively regulators and consumers report illegal calls. Telemarketers who “ignore the rules” risk becoming telemarketing villains in the FTC’s eyes (and paying the price).

So, what are these rules you need to follow? Let’s start with one of the hottest topics: the rise of AI in cold calling and why using autodialers or “robot calls” can land you in hot water.

Is AI Cold Calling Illegal? (Robocalls, AI Voices & Autodialers)

Companies can be fined up to $1,500 per AI-powered robocall made without consent
Reference Source: The Pipeline Group

AI is transforming sales, from voicemail drop tools to fully synthetic voices making calls. But in regulators’ view, AI-powered cold calls can easily cross the line into illegal robocalling. In fact, as of early 2024, the U.S. FCC made it crystal clear: calls made with AI-generated or prerecorded voices are subject to the same strict rules as robocalls (2). This means if you have an AI tool dialing prospects or a bot that talks to them, you must have prior express consent from the recipient – otherwise, it’s illegal.

To put it plainly: Is AI cold calling illegal? Not inherently, but using AI in calls without consent is now illegal in most jurisdictions. The FCC’s February 2024 ruling declared that any “artificial or prerecorded voice” in a call triggers the TCPA’s consent requirement (2). An AI voice clone talking to someone on the phone is considered an “artificial voice” under the law. If you call cell phones or residential lines that way and don’t have the person’s written consent, you’re violating the TCPA and could owe $1,500 per call in fines (3). That adds up fast – e.g. 10,000 AI-dialed calls/day = $15 million per month exposure by one estimate (3). Yikes.

This isn’t just theoretical. In 2023, enforcers cracked down on robocalls and set record fines (one campaign paid $47 million) (3). A recent industry audit found 73% of sales orgs were already unknowingly violating the new AI-call rules (3) – often by using AI voice tools or autodialers without proper consent. Clearly, many sales teams need to adjust now, before lawsuits start.

Robocalls vs. “AI-assisted” calls: You might wonder – what if we use a human rep but an AI helps dial numbers? Auto-dialers (ATDS), predictive dialers, and any system that automatically calls lists of numbers are tightly regulated in the U.S. Under the TCPA, it’s generally illegal to use an autodialer to call a person’s cell phone without prior consent (4). After a 2021 court ruling, the definition of an ATDS narrowed, but Florida and other states broadened their own laws. For instance, Florida’s 2021 mini-TCPA law requires written consent for any automated system dialing or recorded message to Florida residents (6). It also added a private lawsuit right, so companies are being sued under Florida’s law for autodialed B2B calls.

Internationally, the pattern is similar: unconsented robocalls are outlawed. Canada bans unsolicited automated dialing-announcing device (ADAD) calls for telemarketing unless a consumer gave express consent (5). Europe’s ePrivacy rules prohibit automated calling machines without prior opt-in consent (virtually all EU countries require opt-in for pre-recorded calls). Even “AI voicemail drops” or pre-recorded voicemails can be illegal if done without consent. In short, any use of AI or automation to replace a human caller raises red flags. You can still leverage AI assistance – for example, AI that suggests prompts to a live rep is fine. But an AI voice actually speaking or automated systems dialing en masse must be handled with extreme care.

Stat: In February 2024, the FCC affirmed that AI-generated voices count as “artificial” messages under TCPA (2). As a result, state Attorneys General can now pursue damages from companies misusing AI calls (2). The writing is on the wall: outbound sales teams should suspend any purely AI-driven cold calls unless they have explicit consent (3).

Key takeaways for AI and autodialers:

Obtain “prior express written consent” before making any telemarketing call with an AI voice or pre-recorded message in the U.S. (2). (This usually means a signed agreement or electronic consent form from the prospect.)
Label your AI – If you do use AI in calls, disclose it. TCPA rules require identifying the caller and an opt-out mechanism even for AI calls (2). Don’t try to trick prospects into thinking a bot is human; deception can invite more legal trouble.
Use AI as a copilot, not a caller. It’s safer to let AI transcribe calls, suggest talk tracks, or analyze sentiment while a human speaks. That way, you’re not triggering the “artificial voice” rule.
Monitor legal developments. The FCC is actively refining robocall rules and considering further AI-specific regulations (2). Expect more changes by 2025 (and more states adding mini-TCPA laws). Keep your compliance playbook up-to-date.

Next, let’s look at a more straightforward (but still crucial) aspect of cold calling laws: When you’re allowed to call.

Cold Calling Times Allowed: Legal Time to Call Customers

Telemarketing calls are prohibited before 8:00 AM and after 9:00 PM under U.S. federal law.
Reference Source: Federal Trade Commission

Timing is everything in sales – and the law agrees. Virtually every telemarketing law sets “quiet hours” during which cold calls are forbidden. Call someone too early in the morning or too late at night, and you’re not just risking annoyance; you’re likely breaking the law. So, what are the legal calling hours for cold calls in 2025?

United States: The Telemarketing Sales Rule (TSR), enforced by the FTC, mandates that sales calls cannot be made outside 8:00 AM to 9:00 PM (local time of the person being called) (1). In other words, you may only call between 8 a.m. and 9 p.m. in the prospect’s time zone unless you have express permission otherwise. Calling even a minute earlier or later is a TSR violation. The FCC’s rules mirror this for telemarketing. It’s a simple rule – never cold call a prospect at 7:59 AM or 9:01 PM; wait until the clock is in the allowed window.

However, many U.S. states impose even tighter call-time restrictions. For example, Florida now allows calls only 8 AM to 8 PM (shrinking the evening by an hour) (6). Several states ban calls on Sundays or major holidays, or have shorter windows for certain industries (9). If you’re dialing nationally, you need to comply with the strictest applicable rule. As a best practice, many companies set an internal rule of 9 AM to 8 PM to cover themselves across jurisdictions. Also, always account for time zones – if you’re on the East Coast calling the West Coast, don’t accidentally ring someone at 5 AM Pacific time. Modern sales dialers usually can auto-adjust for time zones; use those features.

Canada: Canada’s rules are very clear about telemarketing “curfew” hours. Telemarketing calls are allowed only between 9:00 AM and 9:30 PM on weekdays, and between 10:00 AM and 6:00 PM on weekends (5) (in the call recipient’s local time). No calls on Christmas Day or other national holidays either, as those fall outside permitted hours. These hours are a bit different from U.S., especially the weekend: calling after 6pm on a Saturday in Canada would violate the rule, whereas in the U.S. it might be fine till 9pm. Companies calling Canadian prospects should build these specific day/hour restrictions into their outreach schedule.

Europe: Europe-wide law (GDPR/ePrivacy) doesn’t specify exact calling hours, but individual countries often do in practice. Generally, you should stick to normal business hours when cold calling in Europe – roughly 8 or 9 AM up to around 6 or 7 PM local time on weekdays. Some countries have published guidelines or codes of conduct. For example, Spain’s code suggests not calling during siesta hours or late evenings; Germany expects no calls after about 8 PM; and the UK uses the principle of “reasonable hours”, which basically align with the U.S. standard of no calls before 8 AM or after 9 PM (1). The UK’s PECR (Privacy and Electronic Communications Regulations) doesn’t list hours, but if you call a UK prospect at 10 PM, expect a complaint to the Information Commissioner’s Office. Also, certain EU countries prohibit telemarketing calls entirely on Sundays or public holidays. As a courtesy (and legal safety), treat weekends and evenings as off-limits in Europe unless you know your contact is okay with it.

Stat: Roughly 20 U.S. states impose stricter call-time rules than the federal 8am-9pm window (10). For instance, Florida’s law now caps calls at 8pm and limits call attempts to 3 per day (6). If you’re dialing nationwide, you must obey the most restrictive applicable law – another reason to implement conservative calling schedules.

Practical tips for call timing compliance:

Always use local time of the recipient. The law is based on where the call is received. If you’re unsure of a prospect’s time zone, err on the side of caution or find out before calling.
Leverage sales management software safeguards. Many sales dialers and CRM systems can block calls outside allowed hours. Use these features! It takes the guesswork out and prevents accidental violations.
Train your team on time-zone math. Something as simple as a U.S. time zone map by each rep’s desk can prevent mistakes. Don’t rely purely on reps’ judgment for global calls – provide tools.
Respect cultural norms. Legal hours are the minimum. It might be legal to call a CEO at 8:30 PM in their time zone, but is it wise? Probably not – you’ll annoy them and risk your reputation. Aim to reach prospects during typical business hours (9 to 5) for B2B, when they’re receptive.
Plan around weekends/holidays. If you’re running a calling campaign, filter out contacts by region for days they shouldn’t be called. (E.g., don’t cold call France on Bastille Day; don’t call Canada on Canada Day.) Little signs of respect go a long way, and they keep you compliant.

Now we’ve covered when you can call. Equally important is whom you can call – and who you must not call. That’s up next, with Do-Not-Call lists and consent requirements.

Do-Not-Call Lists and Consent: Navigating DNC Regulations

Calling a number on the U.S. National DNC Registry without consent can result in fines up to $51,000 per call.
Reference Source: FTC DNC Registry FAQs

One of the first cold call questions any sales development leader should ask before a calling campaign is: “Are we allowed to call these numbers?” If the numbers belong to people who have opted out of telemarketing, calling them could be illegal. This is where Do-Not-Call (DNC) lists come into play, along with rules about obtaining consent. Let’s break down the DNC and consent landscape in the U.S., Canada, and Europe for B2B contexts.

United States: The National DNC and Internal DNC

The U.S. has one of the most famous systems: the National Do Not Call Registry, established by the FTC. This is a database where consumers can register their phone numbers to signal “Don’t cold call me.” It applies to personal landlines and cell phones. Telemarketers are prohibited from calling any number on the National DNC list (with a few exceptions like charities, political calls, or if you have prior written consent) (5). As a business, you must scrub your call lists against the DNC registry at least every 31 days (5) – meaning remove any numbers that are on the list. Failure to do so can lead to hefty fines per call. The FTC can fine up to $50,120 per violation (as of 2023, indexed annually) and states can sue as well (4).

Importantly for B2B: business telephone numbers are generally not on the National DNC. The registry is meant for personal consumer numbers. So, if you’re calling a company’s main line or an employee’s desk line, the national DNC likely doesn’t apply. However, personal cell numbers of professionals absolutely can be on the DNC. Many small business owners list their mobile or home number on the DNC to avoid solicitations. If your cold call list includes any 10-digit U.S. numbers, you must cross-check them against the DNC unless you have consent. There are sales outsourcing services and lead generation software that do this automatically.

In addition to the national list, U.S. telemarketers must maintain an internal do-not-call list. If any person says “Do not call me again,” you are required by law to put them on your internal DNC list and honor that request indefinitely (at least 5 years) (5). Even if that person wasn’t on the national list, once they’ve opted out directly to you, it’s illegal to call them for marketing. Make sure your reps know how to handle such requests – they should politely acknowledge and immediately flag the number in your CRM as DNC – do not contact.

Also, note that some states have their own mini-DNC lists or laws (like state-specific “no-call” lists for residents). Most states just enforce the national list, but a few (e.g., Florida) have additional rules. Check if any state you call requires a state registration or specific disclosures.

Canada: National DNCL and Express Consent

Canada similarly has a National Do Not Call List (DNCL) that covers consumers’ numbers. Telemarketers in Canada must register with the DNCL and purchase a subscription (for the area codes you call) (5). You’re required to scrub out any number on the DNCL – no cold calls to those. Canada’s regime has fewer exceptions than the U.S. B2B calls might be exempt in certain inter-business contexts (for example, if it’s strictly business-related call to a company, there can be some leeway), but in general it’s safest to assume if an individual’s number is on DNCL, don’t call.

Canada also enforces internal DNC lists: if a person tells you not to call, you must add their number to your internal suppression list within 14 days and keep it there for 3 years (5). The Canadian Radio-television and Telecommunications Commission (CRTC) monitors compliance, and they do issue fines. Notably, a Canadian rule that stands out is record-keeping and DNC list freshness: any DNC list you use should be updated no more than 31 days prior to calling (5). So you need to resync with the national list at least monthly.

Express consent is a big deal in Canada. If you have express permission from someone to call them, you’re allowed even if they’re on the DNCL. Express consent could be, say, someone checking a box on your website saying “yes, you may call me about offers.” But be careful – that consent is specific to the organization that gathered it. If you’re calling on behalf of a client or using a bought list, ensure those contacts truly gave consent to be called (and that consent is transferrable/valid).

Canadian telemarketing rules also require identifying yourself clearly and displaying your number – no spoofing or anonymous calls (5). This is similar to U.S. FCC rules that ban misleading caller ID. Always use a valid callback number.

Europe (EU/UK): GDPR, PECR, and “Legitimate Interest”

Europe doesn’t have a single DNC list for the whole EU, but most countries maintain opt-out phone marketing lists (often called Robinson lists or TPS). For example, the UK has the Telephone Preference Service (TPS) for consumers and a Corporate TPS (CTPS) for businesses. It is illegal in the UK to cold call any number listed on the TPS/CTPS without prior consent (8). Companies are required to screen their call lists against the TPS database regularly. Similar lists exist in France (Bloctel list), Spain (Lista Robinson (8)), Italy (Registro Pubblico delle Opposizioni), and so on. Before calling European prospects, always check if their number is on that country’s opt-out registry. Many list directories are available online for scrubbing (some require a fee or registration).

Now, GDPR (General Data Protection Regulation) adds another layer. GDPR is about personal data protection. A phone number associated with a person is considered personal data. GDPR doesn’t outright ban cold calling, but it requires you have a lawful basis to process (use) that phone number for marketing. Typically, the lawful bases used are either “consent” or “legitimate interest.” Consent under GDPR means the person explicitly agreed (hard to have if it’s a pure cold call). Legitimate interest means you, the caller, have a business interest in contacting them and you’ve balanced it against their privacy rights. Most B2B cold calling in Europe is done under the “legitimate interest” argument, assuming you’re calling a business person about a relevant business product. This is legally acceptable if you adhere to certain principles: the call should be targeted and relevant to their work (e.g., you’re calling a finance director about a finance solution, not selling them random vacation packages) (8), and you must immediately honor any objection or opt-out.

GDPR also gives individuals the right to object to direct marketing at any time (7). If someone says “don’t call me” or even likely if they say “where did you get my number? Delete it,” you must cease processing their data for marketing. And if you keep calling after an objection, that’s a GDPR violation which can lead to fines (in the extreme up to 4% of global turnover, though that’s more theoretical) (8).

For automated calls in Europe, consent is almost always required. Many EU countries differentiate between live calls and recorded calls. Live B2B calls are generally allowed on a “opt-out” basis (you can call unless they opted out). But recorded/AI calls require opt-in consent everywhere in the EU – basically those are a no-go for cold outreach.

One more nuance: Business vs Individual in EU/UK law – GDPR/PECR treat sole proprietors and partnerships as “individuals,” meaning if you’re calling a small business that is just one person, they have the same rights as a private consumer. Larger incorporated entities have a bit more leeway (like the UK’s CTPS allows some unsolicited B2B calls unless opted out). Always identify what type of entity you’re calling and check relevant national rules.

Stat: GDPR’s muscle is in its penalties – regulators can fine companies up to €20 million or 4% of annual global revenue for privacy breaches (8). While a single cold call likely wouldn’t trigger that, companies have indeed been fined under GDPR for unlawful marketing calls (e.g. in Germany and Italy, firms were fined millions for cold calling without consent). Europe takes personal data rights seriously, so don’t gamble on non-compliance.

Practical Consent & DNC Strategies:

Scrub and scrub again. Make DNC list checking an automated part of your process. Many CRM or dialing tools integrate with DNC databases. Use them to automatically filter out opted-out numbers before any campaign.
Maintain robust internal records. Keep a clear internal DNC list that aggregates all “do not call” requests from any channel. If someone opts out of emails, add a note not to call either (to be safe).
Obtain consent when possible. For example, if you host webinars or collect website leads, ask for phone consent (“By providing your phone number, you agree to be contacted by phone…”). Building a permission-based calling list can dramatically reduce your compliance risk. Those contacts aren’t “cold” calls anymore; they’re warm permissioned outreach.
Respect the channel preferences. If a prospect didn’t opt out of calls but did opt out of emails (or vice versa), don’t assume they’re fine with calls. Use common sense and perhaps reach out via the channel they seem more comfortable with. Always offer an easy opt-out in any conversation.
Partner with compliance services if needed. There are telemarketing outsourcing services that specialize in compliance, list scrubbing, and providing updated regulatory info. If your team does high-volume calling, it might be worth the investment to avoid lawsuits.

We’ve covered the major legal requirements – who you can call, when, and how (with or without AI). Now let’s shift to making all this actionable. How do you build a cold calling operation that generates sales leads effectively while staying compliant? In the next section, we’ll outline best practices and strategies that top sales teams use in 2025 to achieve both goals.

Best Practices for Cold Calling Compliance and Success

73% of sales teams using AI calling tools were found to be non-compliant with consent laws in a 2023 audit.
Reference Source: The Pipeline Group

Staying compliant with cold calling laws might sound burdensome, but it’s absolutely manageable with the right approach. In fact, when done right, compliance can enhance your sales reputation and results. Buyers appreciate outreach that respects their time and privacy – it builds trust. Here are key best practices we (Martal Group) recommend to ensure your B2B cold calling is both legal and effective:

1. Educate and Train Your Sales Team

Make compliance a core part of your sales training. Every SDR and BDR should know the dos and don’ts of telemarketing laws. Train them on identifying DNC numbers, calling hours, and what phrases to avoid. Provide cold call scripts that include required disclosures (like identifying your company at the start of a call). Regularly update the team on new rules (for example, if a state like Oklahoma or Washington passes a new law). Well-informed reps will be confident reps.

2. Implement Technology Safeguards

Leverage tech to automate compliance:

Dialer Settings: Use dialers that automatically restrict calling to allowed hours by region. Also configure maximum call-attempt rules (e.g., no more than 3 attempts per number in a day to mirror laws like Florida’s (6)).
DNC List Integration: Integrate the National DNC registry and other suppression lists into your CRM. Before any call is placed, the system should cross-check and block DNC numbers.
Call Recording Notices: If you record calls (for QA or training), ensure you follow state laws on one-party vs two-party consent for recording. Usually for sales calls, it’s best practice to announce “This call may be recorded.” While separate from telemarketing law, recording laws are important to avoid another legal pitfall.

3. Practice Targeted, Relevant Outreach

Blasting out hundreds of random cold calls is not only inefficient, it’s risky. A more targeted approach is better for compliance and conversion. Do your research to ensure the company/person could genuinely benefit from your offering. In some European countries (like Germany), you are only allowed to cold call if you have a reasonable belief the prospect might be interested (8). From a sales perspective, personalization and relevance are key to a successful cold call anyway. So build your list thoughtfully. Focus on prospects in industries and roles that fit your solution – this can support a “legitimate interest” argument under GDPR and reduce chances of complaints.

4. Obtain Consent Proactively When Possible

While cold calling by definition means no prior engagement, you can still turn cold leads into warm ones by capturing consent through other channels. For instance, use your website, content downloads, LinkedIn outreach, or events to get prospects to raise their hand. Even a simple “Contact us for more info” form that asks for phone number and a consent checkbox gives you permission to call that person – now it’s not a “cold” call, it’s a follow-up. Running multi-channel, outbound campaigns (emails, LinkedIn messages) before calls can also help. If a prospect responds or shows interest via email, you’ve got a stronger basis to call (some EU countries allow calls to those who have not opted out during recent communications – a form of implied consent).

5. Keep Detailed Records (Document Everything)

Maintain logs of your call activities, consent records, and compliance checks. If a regulatory question ever arises, you want an audit trail. Keep copies of consent forms (web form submissions, etc.), DNC scrubbing logs (when you last synced with the registry), and call recordings or notes of any “do not call” requests. Many companies assign a compliance officer or at least someone in charge of updating these records and handling any complaints. Good record-keeping not only protects you legally but also helps analyze what’s working or not in your approach.

6. Provide Opt-Outs and Honor Them Immediately

Every interaction is an opportunity to build trust, even if the prospect isn’t interested. If someone you cold called says, “Please remove me from your list” – apologize for the inconvenience, confirm you will opt them out, and do it promptly. Train reps to be courteous and never argumentative in these moments. Also, ensure your process to flag the number/email as opted-out is foolproof (e.g., one-click in CRM). An immediate opt-out prevents future accidental calls that could really anger the person. Additionally, consider sending a confirmation email of opt-out if appropriate (“We have removed you from our contact list”). This level of professionalism can actually leave a positive impression about your brand, despite the failed call.

7. Use an Omnichannel Outreach Strategies

Reliance on any single channel, especially one as sensitive as calling, isn’t ideal. Combine cold calling with other channels – email, social media (LinkedIn), content marketing – to engage prospects more gently. An omnichannel strategy not only improves your chances of connecting (some prospects respond better on LinkedIn than phone, for example), but it also spreads out the touchpoints in a way that can be less intrusive. For instance, a sequence might be: B2B cold email -> LinkedIn message -> cold call -> email follow-up. By the time you call, the prospect might have seen your name and company and doesn’t feel it’s out of the blue. Be mindful though: each channel has its own compliance rules (e.g., email has CAN-SPAM/CASL, LinkedIn has user terms). Martal’s approach, for example, is to embed cold calling into a broader outbound lead generation program – we combine it with targeted emailing and LinkedIn outreach as part of a cohesive campaign. This not only boosts results but also shows prospects we’re making an effort to engage on their terms.

8. Stay Updated on Laws – Compliance is Ongoing

Telemarketing laws aren’t static. New legislation and regulations can pop up at any time (especially around data privacy and AI). It’s crucial to stay informed. Subscribe to industry newsletters or legal updates on telemarketing/TCPA/GDPR topics. When in doubt, consult legal experts. A quick review by a lawyer is cheaper than a class-action lawsuit or regulatory fine! Communities of sales ops professionals often share updates on recent cases or law changes (for example, the buzz around Florida’s 2021 law or the 2024 FCC AI ruling we discussed). Make compliance a living part of your sales strategy, not a one-time checklist.

9. Leverage Martal’s Expertise (When You Need Help)

If navigating all these rules feels daunting, remember you don’t have to do it alone. As a leader in B2B lead generation and sales outsourcing, we at Martal Group have built compliance into our DNA. Our outbound sales solutions – which include cold calling, emailing, and LinkedIn outreach as part of an omnichannel strategy – are designed to maximize results safely. We maintain strict adherence to all relevant laws (U.S. FTC/FCC rules, Canada CRTC rules, GDPR, etc.), so our clients can focus on closing deals while we handle the outreach legwork. Every Martal Sales Development Representative (SDR) is trained in telemarketing compliance and backed by systems that enforce DNC scrubs and time restrictions automatically. We’ve successfully delivered campaigns globally without a compliance misstep, giving our clients peace of mind.

With Martal as a sales partner you implement these best practices, avoid legal trouble, and improve your cold calling outcomes. Prospects respond better when you respect their boundaries and approach them thoughtfully. Compliance truly can be a win-win: you reduce risk and build a more professional B2B sales process.

Conclusion & Next Steps: Cold Call Confidently and Compliantly

Cold calling in 2025 is far from dead – but it has evolved. New laws addressing AI and robocalls, ongoing tightening of privacy regulations, and steep penalties for non-compliance mean that today’s sales teams must be smarter and more disciplined in their approach. The good news is, by internalizing the guidelines we’ve discussed, you can turn compliance into a competitive advantage.

Let’s recap the key takeaways:

Cold calling is legal for B2B sales, but highly regulated. Always know the rules of each region (U.S. TCPA/TSR, Canada’s CRTC rules, Europe’s GDPR/ePrivacy) to avoid missteps.
AI & Autodialers: Treat any AI-driven calls or mass-dialing tech as you would a loaded weapon – use only with proper authorization (consent) and targeting. When in doubt, keep a human in the loop. The FCC and others are cracking down on spammy, automated calls (2).
Timing Matters: Never call outside legal hours (e.g., U.S. 8am–9pm (1), Canada 9am–9:30pm weekdays (5)). Adhere to stricter state or local curfews. Being considerate of timing also makes prospects more receptive.
DNC and Consent: Scrub against Do-Not-Call lists without fail (5). Gain consent where possible – a warm call is always better than a truly cold one. If someone opts out, honor it immediately across all channels.
Best Practices: Integrate compliance into your sales playbook: train reps, use tech tools, document everything, and adopt an omnichannel strategy so you’re not over-relying on any single outreach method. Quality and respect beat quantity when it comes to cold outreach in the modern era.

At Martal Group, we believe in the power of compliant, targeted outreach. Our success in running outbound lead generation campaigns for CMOs, CROs, and sales VPs around the world has proven that you can achieve stellar results without cutting corners. In fact, our clients often see improved engagement when they follow our lead in combining cold calling with personalized emailing and social outreach as part of a cohesive strategy. We’ve helped companies generate predictable pipelines through a balance of human touch and tech, all while maintaining zero regulatory violations (2).

Ready to elevate your outbound sales? We invite you to leverage Martal’s expertise. Our omnichannel lead generation services seamlessly blend cold calling, emailing, and LinkedIn outreach (embedded in tiered packages tailored to your needs) – so you get more qualified, sales ready leads without the compliance headaches. We also offer B2B sales training through the Martal Academy, empowering your internal team with the latest best practices in outreach and compliance.

Let’s chat about how we can boost your sales pipeline. 👉 Book a free consultation with our team today to see how a strategic, law-abiding cold calling program can drive growth for your organization. We’ll audit your current approach, share insights from our experience as a top outbound partner and sales agency, and show you a path to sales success in 2025 and beyond – all while keeping your reputation and legal standing pristine.

Remember, the ultimate goal is to connect with prospects in a helpful, respectful way. When you do that, you not only comply with the law – you open doors to genuine business relationships. Here’s to making those connections, one compliant cold call at a time! 📞💼🚀

References

FAQs: Cold Calling Laws

Is AI cold calling illegal in the US?

Yes, using AI voices or prerecorded messages in cold calls is illegal without prior express written consent. The FCC ruled in 2024 that AI-generated voices are treated the same as robocalls under the TCPA. Businesses must obtain proper consent before using any artificial voice technology in outbound calling or risk fines of up to $1,500 per call.

Is cold calling banned under GDPR?

No, cold calling is not banned under GDPR, but it must be supported by a lawful basis such as “legitimate interest.” Calls must be relevant to the recipient’s business role, and you must immediately stop if they object. Some EU countries also require prior consent or enforce national DNC lists, especially for calls to sole traders or individuals.

Is there a law against cold calling businesses?

No law outright bans cold calling businesses, especially for B2B purposes. However, many countries require honoring corporate DNC lists (like CTPS in the UK) and respecting opt-out requests. U.S. laws like the TCPA don’t apply to calls to business landlines, but caution is needed when dialing mobile numbers or sole proprietors.

Outbound B2B Lead Generation Strategies | Martal Group / Prospecting - Identify Ideal B2B Clients | Martal Group / Sales Cycle Development for B2B Tech Companies | Martal Group / Strategy-Building Guides for Growing B2B Companies | Martal Group / using AI to improve your instruments

Vito Vishnepolsky
CEO and Founder at Martal Group

Cold Calling Laws 2025: AI, Autodialers, Timing Restrictions & Compliance Strategies for B2B Sales