Cloud telephony refers to a communication service that provides business organisations a cost-effective way to setup a virtual call centre using telecom network and internet. It bypasses the traditional systems such as private telephone network or Electronic Branch Exchange (EPABX) used by companies to manage client calls, or internal communications.

Amazon and Flipkart successfully managed multiple calls during the pandemic through a virtual call centre which also offered features such as IVR, automated call recordings, call routing etc.

Exotel is a full-stack consumer engagement platform. It offers solutions such as enterprise communication suite, voice-over-internet-protocol (VoIP), among other cloud telephony solutions.

Cloud Connect Communications has a license to operate as a virtual network operator for its services in Mumbai and Ahmedabad.

The government seeks to enforce mandatory KYC requirements for calls. There could be lawful interception. Many enterprise customers of cloud telephony complain that their virtual numbers appear as spam to their customers. It makes them lose business.

Cloud telephony players welcome the government’s move to regulate the OTT players which run the communication apps such as WhatsApp, Signal, Telegram to ensure end-user protection and national security. There should be a level playing field for cloud telephony and OTT players.