Spam calls are grinding direct marketing to a halt

KG

Keely Goodall

26 September 2025 | 4:16

Many South Africans will not answer their phone if a call is from an unknown number.

Spam calls are grinding direct marketing to a halt

Photo: Pexels/Moose Photos

South Africans have become so inundated with spam calls that many refuse to answer unknown numbers.

Some tests suggest as many as 90% of calls are spam.

This is affecting direct marketing as people no longer trust phone calls.

Dickens says some companies flout the law, excessively contacting consumers to try to make a sale.

RELATED: Truecaller denies whitelisting fees amid SA spam complaints

“They don’t follow the conduct of POPIA.”
- David Dickens, CEO - Direct Marketing Association of SA
“It is pointless to aggravate customers to a point where no one wants to answer their calls. It puts a grind on business. It is not in our interest to spam.” 
- David Dickens, CEO - Direct Marketing Association of SA

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