Webinar Recap: Go HAAM or Go Home: Outbound Tactics for 2025

Impact of one-to-one consent on the industry

The upcoming one-to-one consent rule, effective January 27, 2025, is set to redefine lead generation practices. This new one-to-one consent rule means consumers can only give their approval to hear from a single, specifically named seller. It’s a big shift from the current setup, where one consent form can cover multiple companies.

This change will have a significant ripple effect across the industry, leading to reduced lead volume that will impact contact strategies, labor demand, and quality.

“When one-to-one gets implemented, what happens to the lead volume in the industry? Obviously, it decreases. If lead volume decreases, then staffing demand decreases. Staffing demand decreases. We could probably focus on better quality people because the labor pool is less available,” said Michael Francik, CEO of Keystone Interactive.

Francik noted that not all organizations are equally prepared to adapt. Larger companies with strong infrastructures are better equipped to meet these new requirements, while smaller agencies have few strategies to stay compliant. This means that many smaller companies or those that choose not to play by the rules may not last.

The regulation will act as a filter, weeding out bad actors or under-prepared companies and giving compliant, quality-focused companies a fair shot at growth. Francik likened this shift to previous industry cleanups, saying, “It’s going to clean up the industry, without a doubt. We saw that with STIR/SHAKEN. It squeezed a lot of people out.”

The role of non-ATDS solutions in TCPA compliance

The increasing strictness of TCPA regulations has led businesses to adopt strategies that reduce compliance risks while maintaining efficiency. One approach is the shift away from Automated Telephone Dialing Systems (ATDS) toward solutions requiring human-initiated calls. These non-ATDS systems, such as click-to-call platforms, minimize regulatory exposure by eliminating automated dialing.

Convoso’s CallCatalyst™ offers a practical solution by replacing the traditional automated dialing engine with a human-powered system. From the agent's perspective, the process remains seamless—they still see calls pop up as usual—but it removes the automation that initiates the calls. This ensures high performance and productivity while supporting compliance, as each call is manually initiated by a “clicker army” and then transferred to live agents. 

Documenting compliance is also essential when using non-ATDS systems. Tools like screen recordings provide proof that calls are human-initiated, helping businesses defend against potential legal challenges. Francik highlighted this benefit, saying, “We can then reference them, we can pull them, and we can provide exact physical proof of a human initiating that phone call.”

Role of AI in call center communication

AI is transforming call centers by enhancing efficiency and supporting clearer communication. For businesses operating in multilingual or cross-cultural environments, AI tools like ChatGPT can bridge language gaps and ensure professional, effective interactions. 

“[Client communication] is where ChatGPT is really useful for us, or language models are really useful for us. Because although sometimes it’s a little bit rigid and extremely formal, it does always get the point across, and then, if molded to speak like a normal human being, not an AI, it’s wonderful for communication from Filipinos to Americans,” Francik said.

Another key use is tailoring AI-generated responses to match a company’s brand voice. When fine-tuned, these tools can produce natural, conversational messaging that resonates with customers and supports the company’s identity.

However, AI can’t replicate the authenticity of human interactions. Foppen said, “People crave authentic experiences, authentic connection…If you think about what sales is about, it's creating rapport…It is bonding over something…That's what makes people connect.” These genuine connections are essential to successful sales. Customers are more open to purchasing from someone they relate to and trust.

A sterile AI conversation can be effective for basic customer service calls, but it can’t replace the value of human agents when it comes to revenue-focused call centers. For sales, AI can play a valuable role as a “coach” for agents, offering real-time assistance by providing compliance nudges or suggesting personalized responses based on a customer’s location or purchase history. This retains the critical human touch while empowering agents to deliver more effective sales conversations. 

Ways AI can support compliance efforts

As compliance rules get stricter, more businesses are using AI to make their operations smoother and stay on the right side of the law. From managing Do Not Call (DNC) lists to confirming consent, AI can handle repetitive tasks, cut down on mistakes, and help companies stick to the rules. By taking care of these routine jobs, AI frees up teams to focus on bigger priorities.

One of AI’s most useful roles is in quality assurance. “QA [agents] have to listen to all those calls. You can use AI to filter out where the calls went off the rails of the scripts or didn’t follow the rules,” said Daniel Foppen, VP of Product & Product Marketing at Convoso. This way, teams can focus their efforts on fixing issues instead of hunting for them.

To get the most out of AI, businesses often pair it with platforms that support compliance in more structured ways. For example, Convoso offers tools like Mini-TCPA StateTracker and DNC scrubbing that help businesses align their operations with regulatory requirements. This helps users build operational strategies with compliance in mind. 

“Convoso does a really good job at keeping compliance at the forefront. A lot of our decision-making—whether it’s product, customer operations, or using it as a sales tool—[are built around compliance],” said Ron Griguts, VP of Customer Success at Convoso.

AI is a powerful partner in identifying risks and streamlining processes, but it works best as part of a broader strategy that includes robust systems and knowledgeable teams. With the right mix of technology and human oversight, companies can confidently navigate evolving compliance demands while maintaining productivity.

Preparing for opportunities and challenges in 2025

The introduction of the one-to-one consent rule in January 2025 marks a significant turning point for the lead generation and call center industries, but the transformation won't happen overnight. Its impact will unfold gradually as businesses adjust to the new standards and enforcement takes shape.

“It’s not that January 27 [gets] here, and all the industry changed...It’s going to take a lot of time,” Francik said. He noted that even after one-to-one consent rules were applied to Medicare campaigns, there was little immediate clarity on enforcement or compliance trends.

This gradual landscape shift gives companies time to adjust their processes to meet the new requirements. However, not all organizations will move quickly enough to adapt. “There is going to be a substantial adjustment period,” Griguts said. “There’s going to be...this population that won’t make adjustments, and they may not last.” This delay in full industry adoption could create opportunities for compliant companies to capture new market shares as less-prepared competitors struggle or exit the field.

To thrive in 2025, businesses need to stay proactive about compliance and ready to adjust to industry changes. Those who prepare effectively now will position themselves to navigate uncertainties and capitalize on opportunities as the one-to-one consent rule reshapes the industry.