Most of us recognise the moment. An unknown number flashes on the screen. We hesitate, decline, or answer, expecting to disengage quickly.
Unsolicited calls have become part of everyday life. Increasingly, the instinct to avoid them is driven by more than inconvenience. It’s about trust.
The recent shutdown of an illegal call centre in Umhlanga is a stark reminder of the risks. It highlights the darker side of an industry that, at its worst, exploits trust and causes real harm.
But that’s not the full picture.
Outbound telesales, when done responsibly, plays a legitimate and important role in South Africa’s economy, connecting customers to products and cover they might not otherwise access, particularly in underserved communities.
“It also creates employment at scale, provides entry points into the formal job market, and supports thousands of households,” says Menelisi Cele, Head of Telesales at financial services provider, The Unlimited. “For some, it’s a first job and a stepping stone to a stable income. At The Unlimited, it’s an opportunity to build your own businesses and unlimit your life in a way you never dreamt possible,” he says.
Cele adds that legitimate operators, like The Unlimited, work within defined regulatory frameworks, with clear investment in training, compliance, and customer protection. They are accountable not only to regulators, but to the customers they engage with daily.
However, the actions of a small number of bad actors continue to erode trust across the sector. As scams become more visible, consumers approach every call with caution, making it harder for legitimate businesses to engage. This has direct implications for both economic participation and employment.
So, how do consumers protect themselves whilst still accessing products that can potentially provide remarkable value for not only themselves but their family too?
How to recognise a legitimate call
Cele gives five clear signals that help distinguish legitimate calls from potential scams:
1. Clear identification: Callers should immediately state who they are, who they represent, and the purpose of the call.
2. Verifiable details: The organisation should be independently verifiable through official channels such as a website, social media platforms, or a customer service line, and should be able to provide a valid FSP number where relevant. The Unlimited, for example, is an authorised Financial Services Provider (FSP No. 21473), regulated by the Financial Sector Conduct Authority (FSCA).
3. Respect for boundaries: Legitimate agents respect a request to end the call or opt out.
4. Professional conduct: Trained agents operate within clear guidelines. Evasive or inconsistent behaviour is a warning sign.
5. DebiCheck authentication: If you agree to take up a product, a legitimate provider will require a DebiCheck authorisation. This means you’ll receive a request through your bank to approve the debit order. It’s a secure step that gives you full visibility and control before anything is processed.
“For the sector, legitimacy is not only about compliance. It is about consistently demonstrating credibility. This includes prioritising consent, improving transparency, and making verification straightforward for customers,” Cele adds.
The Umhlanga shutdown should be seen not only as a warning but as a call to action. For regulators, it reinforces the importance of enforcement. For consumers, it underscores the need for vigilance. For the industry, it presents an opportunity to lead with higher standards of transparency and accountability.
“Ultimately, this is about more than preventing scams. It’s about protecting the integrity of an industry that, when it operates responsibly, can make a genuine difference in the lives of ordinary South Africans,” he concludes.