Italy Tackles Aggressive Telemarketing with New 3-Digit Numbers

Italy is taking a firm stance against aggressive telemarketing and phone scams. Agcom has launched an innovative proposal to combat the daily nightmare faced by millions: three-digit numbers for authorized companies, enhancing transparency and security for citizens.

New Three-Digit System for Companies

The new system introduces short, three-digit numbers for authorized companies, applicable for both outbound calls and promotional messages. This allows users to immediately identify genuine businesses, reducing the risk of falling victim to fraudulent call centers operating from abroad. These numbers cannot be replicated from outside Italy, providing an additional layer of protection against scams.

Unique Identification Code

Each three-digit number serves as a unique identification code for the company. This enables users to easily distinguish legitimate contacts from invasive telemarketing strategies. The trial period for this measure began on December 17, 2025, and will last 45 days before becoming permanent. Agcom's stated goal is to ensure greater transparency in communications between companies and citizens, preventing call centers from abusing falsified national prefixes from abroad.

Measures Taken Against Telemarketing

This initiative is part of a broader strategy against aggressive telemarketing. In November 2025, Agcom introduced filters to block commercial calls from fake Italian mobile numbers, stopping approximately 7.5 million calls per day in the initial phase. Prior to that, on August 19, 2025, the first anti-spoofing block was activated for counterfeit fixed numbers. Despite these successes, the problem persists, with many calls migrating to foreign numbers as call centers seek new ways to circumvent national regulations.

Consumer Reaction

Citizens have welcomed the news with satisfaction but caution. Massimiliano Dona, president of the National Consumers Union, highlights that it is a step forward compared to the current confusion of numbers. However, it remains to be seen whether the measure surpasses the effectiveness of the old 0844 single prefix, provided for by Law No. 5/2018 and never applied.

Dona also points out that the three-digit number should always be the same and used exclusively for telemarketing, avoiding confusing citizens with assistance or public utility numbers.

The Codacons association also views the proposal positively, calling it a long-awaited measure that can simplify the lives of citizens. However, they remind that aggressive telemarketing is not yet completely eliminated. After the anti-spoofing blocks, many calls have shifted from fake Italian numbers to foreign numbers, with a recent increase in calls from abroad.

Effectiveness of Past Measures

While previous measures have had some success, telemarketers have adapted by using foreign numbers to bypass restrictions.

Here's a look at the impact of the initial measures:

Ensuring Consistent Use

To maximize effectiveness, the three-digit number must be consistently used only for telemarketing purposes, preventing confusion with other services.

Challenges and Future Steps

Despite the positive reception, challenges remain in completely eliminating aggressive telemarketing. The shift towards foreign numbers indicates the need for ongoing vigilance and adaptation of strategies.

The Consumer Perspective

Consumers are cautiously optimistic about the new measures but emphasize the need for consistent application and monitoring to ensure effectiveness.

According to Massimiliano Dona on December 28th, 2025: "It is a step forward compared to the current confusion of numbers, but it remains to be seen whether the measure surpasses the effectiveness of the old 0844 single prefix."

Here's a breakdown of consumer expectations and concerns:

Agcom's Broader Strategy

The three-digit initiative is part of a broader strategy by Agcom to combat aggressive telemarketing, building on previous efforts to block fake numbers.

Anti-Spoofing Technology

Agcom is using anti-spoofing technology to block calls that are made from fake numbers.

Here's a summary of the anti-spoofing efforts:

Codacons' Assessment

Codacons acknowledges the potential of the new system but stresses the importance of continued efforts to address the issue of foreign numbers being used for telemarketing. This issue has been a long-standing problem, and Codacons sees this measure as potentially improving the lives of Italian citizens.

The Rise of Foreign Numbers

After the anti-spoofing blocks, many calls shifted from fake Italian numbers to foreign numbers, with a recent increase in calls from abroad.

A comparison of call origins before and after the anti-spoofing measures is useful in accessing the changes.

Trial Period Details

The trial period began on December 17, 2025, and will run for 45 days before becoming permanent. This allows for adjustments and refinements based on real-world data.

Next Steps for Agcom

Agcom aims to guarantee greater transparency in communications between companies and citizens, preventing call centers from abusing falsified national prefixes from abroad. The 45-day trial will be crucial for assessing the long-term viability and consumer impact of this approach.

The 0844 Prefix Comparison

There is some concern that the new system will be as effective as the single prefix 0844, as stated in Law No. 5/2018 which was never applied. The viability of the new approach is not yet determined.

Looking Ahead

The introduction of three-digit numbers is a significant step towards protecting Italian citizens from aggressive telemarketing and phone scams. Continuous monitoring and adaptation will be essential to ensure its long-term success.