They're not trying to sell anything yet—they're building a map
Em um país onde o telefone se tornou campo de batalha entre consumidores e empresas ávidas por contato, a Anatel decidiu prorrogar até outubro de 2028 as restrições ao telemarketing abusivo — reconhecendo que a vigilância regulatória não é uma medida temporária, mas uma condição permanente da vida moderna. A agência estima bloquear 85% das chamadas indesejadas antes que cheguem ao destinatário, sinalizando que a proteção da atenção e da paz dos cidadãos tornou-se, ela própria, uma função do Estado.
- Empresas de telemarketing continuam usando chamadas silenciosas de poucos segundos não para vender, mas para mapear números ativos — um reconhecimento invisível que irrita milhões de brasileiros diariamente.
- Sem as restrições vigentes, o volume de chamadas indesejadas seria significativamente maior: o bloqueio atual de 85% revela a escala do problema que persiste por baixo das medidas já adotadas.
- Companhias que ultrapassam 100 mil chamadas curtas por dia com taxa de desligamento acima de 85% têm suas linhas suspensas por 15 dias — uma penalidade projetada para tornar o assédio em massa economicamente desvantajoso.
- A plataforma 'Não Me Perturbe', ativa desde 2019, oferece ao consumidor uma saída voluntária, mas depende de que ele mesmo tome a iniciativa — um contraste com a fiscalização ativa que pune empresas infratoras.
- A prorrogação até 2028 transforma o que poderia ser visto como intervenção emergencial em política estrutural: as restrições deixam de ser exceção e passam a ser a régua permanente do setor.
A Anatel decidiu manter em vigor até o fim de outubro de 2028 as restrições ao telemarketing agressivo no Brasil, reconhecendo que o problema das chamadas indesejadas não foi resolvido — apenas contido. A agência estima que suas medidas atuais bloqueiam cerca de 85% dessas chamadas antes que cheguem ao consumidor.
No centro da questão estão as chamadas silenciosas: ligações de poucos segundos que não carregam nenhuma oferta, apenas verificam se um número está ativo. São reconhecimento, não comunicação — e geram frustração em massa sem qualquer tentativa de diálogo real.
A resposta regulatória tem duas frentes. A plataforma 'Não Me Perturbe', lançada em 2019, permite que consumidores se cadastrem gratuitamente para deixar de receber chamadas de operadoras de telecomunicações e instituições financeiras. É um mecanismo simples, mas passivo: exige que o próprio cidadão tome a iniciativa.
Já a fiscalização ativa funciona de forma diferente. Empresas que realizam mais de 100 mil chamadas curtas em um único dia, com taxa de desligamento igual ou superior a 85%, têm suas linhas bloqueadas pelas operadoras por 15 dias. A penalidade é direta: durante esse período, a empresa simplesmente não consegue fazer novas ligações.
A decisão de prorrogar essas medidas indica que a Anatel enxerga o telemarketing abusivo como um desafio contínuo, não um problema superado. Para as empresas que operam no país, as restrições deixam de ser uma intervenção temporária e passam a ser parte permanente das regras do jogo.
Brazil's telecommunications regulator has decided to keep its restrictions on aggressive telemarketing campaigns in place through the end of October 2028, a move that reflects the persistence of unwanted calling as a consumer problem. The agency estimates that its current enforcement blocks roughly 85 percent of the calls people don't want to receive before they ever reach a phone.
The core of the problem the regulator is trying to solve is familiar to anyone who has picked up a ringing phone only to hear silence on the other end. These hang-ups—calls that last just a few seconds—serve a specific purpose: they allow telemarketing firms to test whether a number is active and worth targeting with a sales pitch later. The calls themselves are not pitches; they're reconnaissance. They create noise and frustration without any attempt at actual communication.
Anatel's response has two main components. The first is the Não Me Perturbe platform, which launched in 2019 and operates as a simple, free registry where consumers can opt out of telemarketing calls. The system works specifically against calls from telecommunications providers—companies selling television subscriptions or internet service—and from financial institutions offering things like payroll loans or credit cards. It's a straightforward mechanism: register your number, stop receiving calls from those sectors.
The second component is enforcement with teeth. Companies that make more than 100,000 short calls in a single day and have a hang-up rate of 85 percent or higher face a penalty: their phone lines get temporarily blocked by the carriers that operate the network infrastructure. When this happens, the offending company cannot make any new calls for 15 days. It's a blunt instrument, but it's designed to make the math of aggressive telemarketing less attractive.
The extension through 2028 signals that the regulator sees this as an ongoing battle rather than a problem that has been solved. The fact that the agency still needs to block 85 percent of unwanted calls suggests that without these measures, the volume would be far worse. Companies continue to test the boundaries, continue to find ways to reach people, continue to use the rapid-fire calling tactics that generate consumer complaints.
What makes this regulatory approach notable is that it combines two different strategies: one that empowers individuals to opt out, and another that punishes companies for exceeding specific thresholds of behavior. The Não Me Perturbe registry is passive—it requires consumers to take action. The line-blocking penalty is active—it requires the regulator to monitor calling patterns and enforce consequences. Together, they create a framework that acknowledges both consumer agency and the need for structural limits on how aggressively companies can pursue sales leads.
The decision to extend these measures suggests that Brazil's approach to telemarketing harassment is not temporary or experimental. It's becoming the baseline expectation for how the telecommunications industry will operate in the country. Companies that want to do business there will need to account for these restrictions as a permanent feature of the landscape.
Notable Quotes
These hang-ups—calls that last just a few seconds—serve a specific purpose: they allow telemarketing firms to test whether a number is active and worth targeting with a sales pitch later.— Anatel regulatory analysis
The Hearth Conversation Another angle on the story
Why does a call that lasts three seconds matter enough for a regulator to block entire companies?
Because those seconds are the whole point. A company making 100,000 of them in a day isn't trying to sell anything yet—they're building a map of which numbers are real. Once they know that, they can sell the list or use it themselves. The silence is the product.
So the 85 percent hang-up rate is actually the smoking gun?
Exactly. If you're running a legitimate telemarketing operation, most of your calls should connect to someone and result in a conversation or at least a pitch. An 85 percent hang-up rate means you're not even trying to talk to people. You're just testing.
And the Não Me Perturbe registry—does it actually work?
It works for people who know about it and take the time to register. But it only covers telecom companies and banks. A lot of other industries can still call you. It's a partial solution that requires consumer effort.
Why extend this through 2028 instead of declaring victory?
Because the problem hasn't gone away. The fact that they're still blocking 85 percent of calls means companies are still trying. If the restrictions worked completely, there would be nothing left to block. The extension is an admission that this is a permanent arms race.
What happens to a company when its lines get blocked for 15 days?
They lose their ability to make calls entirely. For a telemarketing firm, that's devastating—it's like shutting down their entire operation. It's meant to be painful enough that they change their behavior or go out of business.
Do you think companies will just move to another country and call Brazilians from there?
That's the real question. Regulation only works if you can enforce it. If the calls are coming from outside Brazil, Anatel's tools become much less effective. The 15-day blocks work on domestic companies with domestic infrastructure.