As part of the FCC and FTC Do Not Call laws, any business making telemarketing calls, whether or not these calls are permitted by the law, must generate caller identification. This means that your agency's phone number or the number that is answered during normal business hours and can receive a Do Not Call request must be transmitted and displayed on caller identification systems by January 29, 2004. While the federal law only requires that your telephone number appear, because state laws can be more restrictive it is also a good idea to transmit your company name, as well, over the Caller ID.

What It Means to Agents: To avoid any penalties for violating the FCC Do Not Call (DNC) Laws after January 30, 2004, double-check to make sure that your agency's telephone number (and the law defines this “number” as one that is answered during normal business hours and can receive a DNC request) is transmitted to caller ID systems. Again, it is also a good idea to transmit your company's name too.