What Are the B2B Telemarketing Consent Requirements?

Type: Blog
Topic: Do Not Call Solution

Business-to-business (B2B) telemarketing calls are often thought to be exempt from the same rules that govern consumer marketing—but that assumption can be costly. Under the Telephone Consumer Protection Act (TCPA), B2B marketing calls or texts using an automatic telephone dialing system (ATDS) or delivering a prerecorded message require express written consent from the recipient.

To meet TCPA standards, that consent must include:

• A clear disclosure that the communication is for marketing purposes
• Notification that the calls or texts will be or may be sent using an ATDS
• A statement that consent is not a condition of any purchase
• Identification of the brand making the call and the specific number being contacted

Express consent can be obtained via e-signature, form submission, or any documented action that includes the required clear and conspicuous disclosure language.

Exemptions That May Apply to B2B Telemarketing

Certain B2B communications may fall outside of the TCPA’s strictest requirements. Exemptions may apply when:

• The call is made to a dedicated business line
• There is an established business relationship (EBR) with the recipient
• The purpose of the call is related directly to the recipient’s business operations

However, relying on exemptions without verification is risky. Some states enforce more stringent consent standards than the TCPA. Additionally, if a call targets a mobile phone used for both personal and business purposes—as is often the case—consent is required under federal law.

TSR Rules That Still Apply to B2B Calls

The FTC’s Telemarketing Sales Rule (TSR) governs much of the U.S. telemarketing landscape and manages the Federal Do Not Call Registry. While the TSR provides certain exemptions for B2B communications, many core rules still apply:

• Telemarketers must identify themselves and the purpose of the call clearly and promptly.
• Misrepresenting products, services, costs, or terms is strictly prohibited.
• Accurate recordkeeping of calls, disclosures, and consent is required.
• Certain states may require scrubbing for cold b2b campaigns such as Pennsylvania and Mississippi.

Even in B2B contexts, failing to comply with the TSR can result in legal penalties and regulatory scrutiny.

Common Compliance Risks in B2B Telemarketing

Missteps in B2B telemarketing often stem from incorrect assumptions, such as:

• Believing business numbers are universally exempt from the TCPA
• Overlooking that personal mobile numbers are often listed as business contacts
• Failing to suppress calls to numbers on internal or federal and state DNC lists
• Ignoring or mishandling opt-out requests

These errors open the door to class actions, regulatory enforcement, and brand damage. In today’s compliance climate, documentation and real-time validation are not optional—they’re operational necessities.

Best Practices for B2B Consent Management

To reduce risk and maintain compliant B2B outreach, organizations should consider adopting the following practices:

• Train teams regularly on evolving federal and state consent laws
• Segment mobile from landline and consumer from business contacts within your CRM
• Record and store consent data, including opt-ins, opt-outs, and timestamps
• Use a compliance platform that supports automated suppression, such as PossibleNOW’s DNCSolution®.

By leveraging robust compliance tools and verifying consent across channels, companies can scale their outreach without inviting legal exposure. Contact PossibleNOW to review your current processes and safeguard your outbound marketing.

About PossibleNOW

PossibleNOW is the pioneer and leader in customer consent, preference, and regulatory compliance solutions. We leverage our MyPreferences technology, processes, and services to enable relevant, trusted, and compliant customer interactions. Our platform empowers the collection, centralization, and distribution of customer communication consent and preferences across the
enterprise. DNCSolution addresses Do Not Contact regulations such as TCPA, CAN-SPAM and CASL, allowing companies to adhere to DNC requirements, backed by our 100% compliance guarantee.

PossibleNOW’s strategic consultants take a holistic approach, leveraging years of experience when creating strategic roadmaps, planning technology deployments, and designing customer interfaces. PossibleNOW is purpose-built to help large, complex organizations improve custome