What Is the Risk for Marketers in Calling Reassigned Numbers?

Type: Blog
Topic: Do Not Call Solution

Calling a reassigned number may seem like a minor oversight for marketing companies—but under the TCPA, it can lead to serious legal and financial consequences. When a phone number is reassigned to a new user, any prior consent tied to that number becomes invalid. If a telemarketer calls or texts that number without fresh consent from the new user, they may face costly penalties, even if they were unaware of the reassignment.

Key risks include:

• Up to $1,500 per call or text in statutory damages for willful violations of the TCPA
• No protection under “good faith” assumptions if the number has changed hands
• Class action lawsuits, sometimes with multi-million dollar judgments
• Regulatory scrutiny under both the TCPA and FTC’s Telemarketing Sales Rule (TSR), which governs DNC compliance
• Reputational damage, customer complaints, and brand distrust

PossibleNOW helps companies proactively reduce this risk. With a combination of consent capture, data hygiene, and phone number suppression tools, our Do Not Call solution integrates access to reassigned number checks and scrubs call lists against critical registries.

The FCC’s Reassigned Numbers Database (RND)

To address the problem of reassigned numbers, the FCC created the Reassigned Numbers Database (RND). This resource allows businesses to check whether a number has been permanently disconnected and reassigned to a new user before placing a call or sending a text.

If a telemarketer (or their authorized agent) queries the RND and the database incorrectly reports that the number has not been reassigned, the caller may qualify for a safe harbor against TCPA liability. To benefit from this protection:

• The query must be made no more than 30 days prior to the call.
• The caller must maintain documentation of the query and result.
• The incorrect data must come from the RND—not from outdated CRM systems or third-party lists.

Failing to query the database—or relying on the wrong data source—can nullify this defense entirely.

Strategies to Avoid Calling Reassigned Numbers

To avoid calling reassigned numbers, telemarketing teams should:

• Scrub lists regularly against the RND and other suppression databases
• Validate mobile numbers before using autodialers or sending texts
• Track and manage consent at the individual level, especially when working with lead aggregators
• Avoid assumptions about number ownership, especially in B2B campaigns where personal mobile phones are frequently used for business

How a Compliance Tool Can Help

A purpose-built compliance tool like DNCSolution® supports:

• Real-time contact suppression using FCC-verified data
• Consent tracking across multiple channels and business units
• Audit-ready documentation of suppression checks and consent status
• Integrated defense against TCPA lawsuits and TSR-related infractions

PossibleNOW’s TCPA compliance services are designed specifically for complex organizations navigating multi-channel outreach. Reduce exposure, protect your brand, and avoid costly missteps—talk to a PossibleNOW expert to explore how a compliance-first strategy can protect your outbound campaigns.

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 customer experiences and loyalty while mitigating compliance risk.