What Do the Recent TCPA Changes Mean for Pay Per Call?


The Pay Per Call industry has come a long way in the past decade thanks to the growth of the mobile web. When phone-based marketing tactics seemed to be on the decline, it breathed new life into the industry. As part of the greater phone marketing universe, Pay Per Call is affected by far-reaching legislation such as the Telephone Consumer Protection Act of 1991 or TCPA. New updates to the TCPA have many worried about the future of phone-based marketing. However, recently-enacted regulations are actually great news for Pay Per Call participants, as you'll see shortly. 

What Is TCPA & What Does It Do?

The Telephone Consumer Protection Act of 1991 established guidelines for telemarketers to reduce abuses and address consumer concerns. Prior to the TCPA, marketers and the companies behind them abused the public trust and engaged in all manner of underhanded tactics to make sales. The TCPA made it illegal to call homes outside of the hours between 8 a.m. and 9 p.m., thereby giving consumers relief from overly aggressive calling tactics. It also addressed harassment by establishing guidelines for "Do Not Call" lists.

The New Changes of TCPA

The TCPA was originally meant to remedy various missteps and bad behavior in the world of telemarketing. The new TCPA rules are meant to alleviate loopholes to those sensible restrictions. In a nutshell, they refine how telemarketing companies can interact with the general public. The new rules make it necessary to get approval before engagement on a potential sale. Unambiguous written consent required before telemarketing calls or text messages go through is the hallmark of these guidelines. By October 16th, 2013, the part of the marketing world that operates in the phone arena will be irrevocably changed. The primary beneficiary of these switch-ups is the Pay Per Call industry

How the TCPA Changes Will Affect Pay Per Call

Long story short, the TCPA changes mean an ever more forceful flow of money into advertising and marketing of the Pay Per Call variety. Once upon a time, businesses used intrusive tactics and data mining to go after the right customers. Nowadays, intelligent SMBs elicit calls from those that are likely to make a purchase. Now that the new TCPA rules have taken effect, Pay Per Call is far more likely to be the most cost-effective way to reel in leads. Pay Per Call marketing weathers the storm of the new TCPA rules without a scratch. As such, it's a golden opportunity for the right advertisers and publishers. 

Making the Most of the Changes

If you're going to take advantage of the latest dent in the armor of out-bound calling, you might as well pursue in-bound calling procedures. Pay Per Call marketing allows you to do so both online and off. The new rules make it all the sensible to use Pay Per Call for your marketing purposes if you're an SMB. The value proposition of the medium is too good to resist. For marketers, it means more money from commissions. In an often-mercurial advertising market, Pay Per Call provides a level of reliability that's tough to beat.

Striking While the Iron Is Hot

It's often been said that the Chinese symbol for crisis represents both danger and opportunity. When it comes to the latest TCPA changes and Pay Per Call, the early bird will definitely get the worm. Recent TCPA ordinance changes have only helped the Pay Per Call world in the end and present a unique opportunity to the ambitious. Now that out-bound calling is on the outs, in-bound calling as represented by Pay Per Call has nowhere to go but up.   

Mike Williams

Image source: Creative Commons License r. nial bradshaw via Compfight

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