According to Amcat, if the informational message is widely adopted within the current DMA guidelines, the silent call could be virtually wiped out or dramatically reduced. Instead of receiving a silent call from automated call centre equipment, a short, non-commercial message is played stating who is calling and a number of the caller. Amcat is working in conjunction with the DMA (Direct Marketing Association) who is also a proponent of the informational message. To support this, Amcat plans to introduce a dedicated 'Smart Call' training programme for users of its technology, which will focus specifically on educating users to take advantage of tools such as informational messaging and CLI (call line identity) to help reduce the harm caused by silent or dropped calls.

Amcat's managing director Marcus Robinson commented, "With the public being increasingly upset about silent calls and the knowledge that we can do something about it, Amcat decided to act. In Canada and the U.S., the informational message is required along with responsible abandoned or 'dropped' call rates. This has almost eliminated the silent call problem caused by automated equipment in these countries. We can do the same here and at the same time preserve the reputation of an industry that employs thousands of people. Although automated silent calls are not the only factor, it is true that many consumers are fearful when there is no one at the other end of the line, which in turn is driving them to the extreme of joining the TPS."

Liberal Democrat MP, John Hemming who has been a dedicated consumer champion of banning silent calls welcomed Amcat's approach, "I am supportive of anyone who is working to reduce nuisance levels from calls. It seems clear to me that some companies are causing nuisance through incompetence, simply because they don't understand how to use their systems properly. I applaud Amcat's attempts to educate call centres on how the technology can be used to improve outbound calling. There should be no silent calls and an informational message needs to replace silence to reduce the worry and stress caused by such calls. I agree with Amcat that there needs to be a balance which controls the number of dropped calls (NAA - No Agent Available) as well."

Amcat is aware that silent calls are not the only issue, and part of its training programme will also address how technology can help telemarketers in other ways too, such as improving the use of data in order to build more targeted campaigns that will be more appealing and are less likely to alienate prospective customers.

Amcat's Contact Centre Suite was one of the first products to be tested for compliance by an independent laboratory (CT Labs) and has been designed to meet both DMA guidelines as well as the more rigorous telemarketing laws in the US, that stipulate an even lower maximum drop rate of 3%.