A Quick Compliance Guide: Using AI Voice Agents for US B2B Calls

Written By Leonardo Garcia-Curtis

AI voice agents are powerful tools, but US regulations (TCPA/FCC) require careful handling. Here’s how to use them legally and effectively for B2B outreach.

The Core Rule: AI voice calls = "robocalls" under US law. This means rules apply, but B2B calls have more flexibility than calls to consumers.

When is it OK (Generally) for B2B?

You can typically use AI voice for B2B without prior written consent IF:

  • You're Calling Businesses: Targeting verified business landlines or public agency numbers (fire dept, EMS, etc.).

  • It's Informational, Not Sales: The goal is to book a meeting, find the right contact, share info, or conduct a quick survey – NOT to make a direct sales pitch in the AI call.

  • You AVOID Consumer Lines: Do not call personal mobile or residential numbers.

When Do You Absolutely NEED Consent?

  • Calling Consumers (DTC): Any marketing/sales call to an individual's personal or residential line.

  • Telemarketing: If the AI voice agent makes a direct sales pitch or offer.

  • Calling Mobile Numbers: Stricter rules apply, even for B2B, often requiring consent.

Your Pre-Call Checklist: Steps Before Launching

Before starting any outbound AI voice campaign to the US, follow these steps:

  1. ✅ Verify Your Target List:

    • Confirm you are calling business landlines or public agency numbers.

    • Scrub your list to remove any known personal mobile or residential numbers.

    • Check against any internal "Do Not Call" lists your company maintains.

  2. ✅ Define Call Purpose (Compliance Check):

    • Is the primary goal informational (e.g., book meeting, find contact, offer info pack)? If yes, proceed (carefully).

    • Is the primary goal telemarketing (direct sales pitch/offer in the AI call)? If yes, STOP. You need prior express written consent for this.

  3. ✅ Review Your AI Agent Script:

    • Use the "Dos and Don'ts" list below to ensure compliance.

    • Make sure the language is clear, professional, and focuses on the informational goal.

  4. ✅ Set Up Opt-Out Mechanism:

    • Ensure the AI agent clearly explains how the recipient can opt out of future calls or speak to a human.

    • Test that this mechanism works reliably.

  5. ✅ Consider Disclosure:

    • Decide if you will include a brief statement like, "This call may use AI voice technology..." (Recommended for transparency).

  6. ✅ Prepare for Human Handoff:

    • Have a process ready for when a recipient asks to speak to a human representative.

AI Voice Agent: Script Dos and Don'ts for Compliant B2B Outreach

Guide your AI agent's interaction carefully:

DO 👍:

  • DO clearly state the reason for the call (informational purpose).

    • Example: "Hi, this is an automated update about new training solutions..."

  • DO focus on booking a meeting or finding the right contact.

    • Example: "Who is the best person to speak with about X?" or "Would you be open to a brief follow-up call with our specialist?"

  • DO offer valuable information (e.g., send a resource pack).

    • Example: "Can I send you our latest briefing on realistic training tech?"

  • DO clearly offer an opt-out option.

    • Example: "You can opt out of future calls or ask to speak to a human at any time."

  • DO identify your company (or the client you're calling for).

  • DO consider adding a brief AI disclosure (e.g., "This call may use AI technology...").

  • DO keep the tone professional and respectful.

DON'T 👎:

  • DON'T make a direct sales pitch or try to close a deal in the AI call.

  • DON'T discuss pricing or specific commercial offers.

  • DON'T call personal mobile or residential numbers without explicit prior written consent.

  • DON'T misrepresent the purpose of the call or who is calling.

  • DON'T use deceptive tactics (like spoofing caller ID).

  • DON'T make it difficult for the recipient to opt out or speak to a human.

  • DON'T call numbers on the National Do Not Call Register unless you have a specific exemption and documented consent.

Remember: Even if your business is outside the US calling US numbers means following US rules. Stay informed and prioritise compliance to leverage AI voice agents effectively.

Disclaimer: This guide provides general information and is not legal advice. Consult a legal professional for advice specific to your situation.

Leonardo Garcia-Curtis