Spam calls are killing mobile voice calling in South Africa
Spam calls have become such a problem in South Africa that people are stopping answering calls, using platforms like WhatsApp instead.
Mobile voice calling is already facing a tough future due to technical shifts, with data now the primary revenue source for most operators.
However, voice calls are still used by many people who prefer to talk to someone to conduct business or discuss things with family or friends.
This is now under threat as spam calling has become so pervasive that many mobile users avoid answering calls, unless they know the caller.
Many spam callers are also breaking the rules by unlawfully using mobile numbers for call centres operating from fixed premises.
This is in clear contravention of the Numbering Plan Regulations 2016 and also constitutes unfair competition.
It is no surprise that they do this. Most people avoid answering any 087 numbers, as it is inevitably spam. Instead, spammers are now using mobile numbers to obfuscate their identity.
The Internet Service Providers Association (ISPA) said that as cold calls from specific number ranges go unanswered, the unlawful use of mobile numbers by call centres skyrockets.
ICASA’s regulations on the use of numbers prohibit the use of mobile numbers from a fixed location. However, this does not deter spammers.
“With spammers realising that voice calls from mobile numbers are more likely to be answered, ISPA is advocating for the legitimate use of assigned geographic numbers,” it said.
Some call centres appear to have been assigned mobile numbers by mobile network operators or their partners, while others are spoofing or making up mobile numbers.
Other outbound call centres appear to be using prepaid mobile SIMs with unlimited calling bundles.
Once a SIM is flagged for exceeding the mobile operator’s Fair Usage Policy, it is quickly replaced. This allows for mass calling operations to continue with minimal cost or disruption.
ISPA has urged the Independent Communications Authority of South Africa (ICASA) to take firm action on this matter.
“ICASA must act now to stamp out the abuse of mobile numbers and to end the high levels of voice call spam being endured by South Africans,” said Dominic Cull, ISPA’s regulatory advisor.
Spam calls flooding South African networks
Many South Africans have complained that most of the voice calls they receive are now spam, causing them to avoid answering their phones.
A test run by BusinessTech on one of its mobile phones indicated that between 80% and 90% of calls to the number were spam. Many users reported similar trends.
Veterinarian Dr Hermien Viljoen, who is forced to answer calls as a small animal surgeon, said telemarketing in South Africa has become completely insane and overboard.
“It cannot go on like this. I have to answer my phone because I am expecting calls, but I have received 16 calls, just today, from spam,” she said.
Considering the damage done to voice calling, it raises the question of why mobile networks are not blocking these calls.
A Vodacom spokesperson told MyBroadband that it doesn’t monitor communication content on its network and thus cannot distinguish whether such content is spam or not.
“This would amount to unlawful interception of communication in terms of the RICA Act,” they added.
“Vodacom, however, is willing to work with the authorities in support of lawful measures to be taken to manage spam.”
Stronger regulations to fight spam calling
The spam call epidemic in South Africa has prompted new regulations through changes to the Protection of Personal Information Act (POPIA) to address this issue.
These changes give consumers more authority when asking companies to get rid of their data and place more responsibility on companies to ensure they have consent to have this data.
Legal experts at Cliffe Dekker Hofmyer said that South Africans could be forgiven for feeling that every second call they receive is a spam call.
With technology now allowing for broader outreach and data breaches increasing, the volume of unsolicited sales calls continues to grow.
Consumers were supposed to be given some protection from incessant calls through the Protection of Personal Information Act (POPIA), which has been in effect since 2020.
The Act was intended to offer consumers protection against having their data sourced and traded by companies, along with a way for them to opt out of having this data stored.
Although the law has been in force for some time, enforcement of the rules has been minimal, and consumers have not enjoyed much protection.
In response, regulators recently introduced changes to the Act, many of which target telemarketing practices explicitly.
The amendments, which took effect in April 2025, follow the introduction of the Information Regulator’s e-Portal to report security compromises online.
The portal is now deemed a mandatory reporting tool for private and public organisations.
The amended regulations also introduce definitions for “complaint” and “complainant”, aligning the term “complainant” with the language used in section 74(1) of POPIA.
Sadia Rizvi and Simone Dickson from Cliffe Dekker Hofmeyr flagged key changes to the spam call legislation, which would impact companies and consumers in the country.
Notably, the amendments outline more rigorous requirements for marketing companies regarding consent and the record-keeping of such consent.
The changes also render opt-out clauses inadequate when it comes to telemarketers.
Loading ...