If you sell AI voice agents in Dubai or anywhere in the UAE, you need to understand Cabinet Resolution No. 56 of 2024. It regulates marketing calls and took effect in August 2024. A second resolution, No. 57, sets the penalties.
This matters most when an agent calls people who didn't ask to be called. Your client's licence is on the line, and so is your reputation.
This is a practical summary, not legal advice. The rules can change, so confirm your setup with a UAE lawyer and the TDRA before launching an outbound campaign.
The rules in one table
Based on Clyde & Co's summary and the resolution text:
| Rule | What it says |
|---|---|
| Who it covers | All companies licensed in the UAE, including free zones |
| Calling hours | 9:00am to 6:00pm |
| Call frequency | Once a day, and twice a week if unanswered |
| If they say no | Don't call them again |
| Phone numbers | Local numbers registered under the company's commercial licence |
| Personal numbers | Not allowed for marketing calls |
| Approval | Prior approval from the TDRA before telemarketing |
| Recording | Allowed, but tell the person when the call begins |
| Records | Keep detailed records of marketing calls and report as required |
Fines
For a business contacting someone on the Do Not Call Registry (DNCR), Clyde & Co reports:
- First violation: AED 50,000
- Second violation: AED 75,000
- Third and later violations: AED 150,000
Authorities can also issue warnings, suspend telemarketing or cancel a business licence. A single badly built campaign that dials a full list could easily create many violations.
Are AI voice agents allowed in the UAE?
The resolution text refers to automated communication systems being used for marketing, so automated calling isn't banned outright. The summaries we reviewed don't set out separate rules for AI voices. Treat an AI call as a marketing call and apply every rule above to it.
An AI agent actually has one advantage here: it follows its settings every time. You can hard-code the hours, cap the attempts and remove people automatically, which is harder to guarantee with a large human team.
Inbound calls and requested callbacks are different
The rules focus on marketing calls. A call made at the customer's own request is treated differently. That makes these the safest and often the most profitable uses for AI:
- Answering inbound calls to a business, day or night.
- Calling back a lead who just filled in a form asking to be contacted.
- Handling appointment confirmations and existing customer service calls.
If your form asks for a callback, say clearly that a call may come from an AI assistant, and keep a record of that request with a timestamp.
A checklist before any UAE outbound campaign
- Confirm your client holds the right approval from the TDRA.
- Use local numbers registered to the client's licence, not your own and not a foreign number.
- Scrub the list against the DNCR before each campaign.
- Restrict calling to 9am to 6pm UAE time in your dialer or workflow, not just in a note.
- Cap attempts: one a day, two a week if unanswered.
- Build an opt-out path. If someone says no, the system should mark them and never call again.
- Announce recording at the start of the call.
- Have the agent identify the company and be honest if asked. If someone asks "are you an AI?", it should say yes.
- Keep logs: who was called, when, the outcome and the source of the lead.
Selling into the US? Different rules apply
In February 2024, the FCC ruled that AI-generated voices count as "artificial" under the TCPA. The technology isn't banned, but these calls generally need the called person's prior express consent. Each country has its own rules, so check them before calling into a new market.
What this means for your agency
Compliance can be part of your pitch. Most people selling AI calling in the GCC never mention these rules. A business owner will trust the agency that brings up the 9am to 6pm window and the DNCR before they ask.
Start with inbound and requested callbacks, then add outbound only after the approvals are in place. For the bigger picture, see how to start an AI automation agency. You can also meet other builders at our Dubai AI community.
Frequently asked questions
What time can you make marketing calls in the UAE?
Marketing calls are restricted to between 9:00am and 6:00pm.
What is the fine for calling someone on the UAE Do Not Call Registry?
Clyde & Co reports AED 50,000 for a first violation, AED 75,000 for a second and AED 150,000 for a third or later violation. Other sanctions can include suspension or licence cancellation.
Can I make telemarketing calls from a personal number in the UAE?
No. The rules prohibit individuals from making marketing calls from personal phone numbers. Calls must use local numbers registered under the company's commercial licence.
Do these rules apply to free zone companies?
Yes. The resolution applies to companies licensed in the UAE, including those in free zones.
Do I have to tell people that a call is recorded?
Yes. Marketing calls may be recorded, but the person must be told when the call begins.