Call types and consent
PreviewEvery flow is a transactional or service call about the shopper's own order. The type decides the consent RowCall checks before each call.
In India, an automated call to a shopper is a commercial call under TRAI's rules, and every commercial call has a type. The type decides whether you need the shopper's consent and how long that consent lasts. Getting it wrong means the call counts as unsolicited, even if the shopper agreed to it.
RowCall places transactional and service calls only, about the shopper's own order, from landline-series numbers registered for business calls. Promotional calls (offers, discounts, new products) are not available on RowCall.
Every RowCall flow declares its call type. RowCall then checks consent before each call.
The two call types
| Type | What it is | Consent RowCall asks for | Example |
|---|---|---|---|
| Transactional | A call about a transaction the shopper started, placed soon after it | None when the call is within 30 minutes of the shopper's own transaction | Live checkout help a few minutes after a failed payment |
| Service | A call that helps an ongoing purchase or order | Explicit consent from the shopper, from the last 7 days | Order verification, delivery slot booking, failed delivery rescue |
The 30-minute window and the 7-day consent are RowCall's own rules. They may be stricter than the law requires.
What counts as consent
Consent is a clear yes from the shopper to this kind of call, which you can prove. Good examples:
- A checkbox at checkout, not ticked by default: "Call me about this order if there's a problem with payment or delivery. I understand the call is automated and recorded."
- A "call me" button the shopper taps.
- A line in your order confirmation that the shopper accepts: "We'll call to confirm cash-on-delivery orders above ₹20,000."
You send the consent with each run as a consent record: the exact wording the shopper saw, when they agreed, and where (checkout, app, support chat). RowCall stores it with the call. If someone complains, this record is your proof.
What RowCall checks before every call
- The shopper hasn't opted out of calls from your org.
- The flow's call type has the consent it needs, and the consent is still valid.
- The time is inside your calling hours.
If any check fails, the call is not placed, and the run ends with the reason, such as NO_CONSENT or OUTSIDE_CALLING_HOURS.
Choosing the type for each ecommerce flow
| Flow | Usual type |
|---|---|
| Live checkout help | Transactional (within 30 minutes), otherwise service |
| Order verification | Service |
| Delivery and installation slots | Service |
| Failed delivery rescue | Service |
| Return-intent save | Service, as long as it doesn't promote other products |
| Checkout recovery | Service with consent, and never with a discount |
These are our reading of the rules. Check them with your own legal adviser before you launch. More detail is in Indian calling rules.
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