Why Google Screen Call will HELP telemarketing 

Will Google Screen Call “destroy telemarketing”?

Will Google Screen Call “destroy telemarketing”?

Telemarketing is being put under pressure once again thanks to a new service from Google. Andi Catt explains what it will mean for the telemarketing industry.

Google is rolling out a service for Android customers designed to stop spam calls to mobile phones. The service, called Google Screen Call, automatically asks unknown callers the purpose of their call, allowing users to block unwanted telesales calls without picking up.  

You can see how the service works in the video below.


Although Google’s marketing of the service has a light tone, others have been more explicit. Bill Murphy from Inc offers a very clear assessment of the service’s purpose in this article:

“Google Just Revealed a Brilliantly Simple Trick to Totally Destroy Telemarketers.”

Bill is not the only commentator who has positioned the service in this way - it’s clear the intent is to reduce nuisance calls and this will significantly affect the telemarketing industry.
The service is only available to English speakers in North America, but if it proves popular, it will doubtless be rolled out globally. This would also encourage Apple to follow suit and introduce a similar service. If we believe these predictions, the writing is on the wall for spam callers.

Will Google Screen Call destroy telemarketing?

Services like Google Screen Call will make life very difficult for unscrupulous telesales companies, and spammers. It won’t necessarily destroy them, but it will give them very little to work with.

And this is good news for legitimate telemarketing and business development organisations. The unethical telesales companies who flaunt the rules damage the reputation of telemarketing. So anything that curbs their activity leaves more space for legitimate businesses to flourish.

Legitimate calls

Any organisation that works within the GDPR and PECR regulations, conducting legitimate business development, customer service or research calls has nothing to fear from this type of service. In most instances, such calls would only be directed at a mobile number if that number has been legitimately provided as the best means of contact. And, of course, telemarketing professionals are accustomed to explaining the purpose of their calls to receptionists, switchboard operators and PAs, so this is a natural progression to which they will adapt easily.

‘Battery Farm’-style call centres, manned by untrained staff with dodgy scripts have been giving telemarketing a bad reputation for some time. And the new generation of auto-dial systems, whilst a boon for efficiency in the right hands, can be ‘weapons of mass disruption in the wrong hands. So we believe that Google Screen Call and its imitators will help clean up the whole landscape of our industry and we welcome it with open arms.