Since 2001, Service Objects has been building and providing data validation services for mid to enterprise level businesses. One of our first data quality products focused on phone numbers and the services we could supply around them, including validation, look-up and reverse look-up services.  Over these 17 years, our data quality products have evolved considerably.  Whether this is in response to changes in technology, legislation, internal desire and (especially) customer needs, our products are much better for it.

We thought it would be fun to take a quick walk down memory lane and see where we started and ultimately how these services have evolved.

Early years…

We got our start with compiled phone data sets.  These lists were compiled by buying and aggregating lists of phone data from third parties. These data sets allowed us to translate phone numbers into exchange info, and return information on the provider and consumer, including; provider or contact name, city, state, zip, and line type.  Obviously, this aggregated list data worked but we found that the data quickly degraded and grew stale.

Once we saw the issues with this static, compiled list approach, we moved into scraping various sites and aggregating fresher data. The scraping helped to supplement the ever-aging compiled data sets. This newer approach provided fresher phone data than straight compiled data but was still prone to errors.

The Landline era…

Having had success early on, we were able to invest in relationships with Telecoms and companies that work with Telecoms. This provided us with accurate and up-to-date information surrounding landlines.  At this point, landline data was common and most businesses were guaranteed to be listed using landlines.  On top of that, a large portion of the residences still owned landlines.  Having data for the two markets allowed us to cover a large majority of the Telecom space. With only landlines to consider, it was simpler to provide a solid landline only service, which we called Geophone.

The move to Mobile and VOIP…

With the wide-spread adoption of cell phones, there has been (and continues today) a significant shift away from landlines for residences to cell phones. The same came be seen with businesses and their adoption of voice-over-IP (VOIP). In both cases, data for these has been more challenging to attain. Early on, mobile device information was very hard to come by and we were required to take a step back data-quality-wise to precompiled sources for some of the alternative phone types.  It was a challenging time for us to provide the most accurate and update contacts around these types of phone numbers. We did our best and with the addition of these new phone types and our Geophone Plus service(GPPL) was born,  built as an extension of the functionality of the original Geophone web service.

Ported numbers…

More recently, porting has also become more common.  Porting telephone numbers simply means maintaining your number across carriers and line types. Mobile carrier to mobile carrier is common but in some cases, even landline to wireless carriers. During this era, the Telephone Consumer Protection Act (TCPA) was initialized. The threat of harsh TCPA penalties for calling mobile numbers created the need to know, with confidence, who companies were calling and on what phone type. From this need, our Geophone Plus 2 (GPPL2) was born. The data, like carrier info, phone type, subscriber name and ported date made the service highly desirable. Not only for companies looking to adhere to the TCPA regulations but also for business looking to gain competitive advantages in their respective industries.

New challenges…

As technologies progressed, new forms of phone types emerged. Identifying Google numbers, Skype numbers and other portable VOIP providers became more important. These new technologies brought along with them new potential for fraud. Users could easily sign up for VOIP numbers and use them maliciously or fraudulently and then abandon them. In addition, the identification of fax numbers, robo-callers and prepaid phones have become more important. To address this growing need, we upgraded our Phone Exchange product to Phone Exchange 2 (PE2).  It was built upon the existing functionality of our Phone Exchange service and extends the service’s capabilities to address these new Telecom technologies, as well as detecting and validating international numbers

Going forward…

Every day, we strive to add new data sources to enhance our phone and contact data sets and help identify other potential fraud sources. Our commitment is to keep providing these excellent services and features while accurately appending new data points that link names and addresses to their phone numbers. Some of the extended features are currently being worked into the Geophone Plus 3 web service that we will be launching in early spring. This includes features such as demographics information about locations and people, emails, and business information.

In addition, we will continue to respond to our customers’ needs, advances in phone technology and new legislation as it comes down (like the EU’s upcoming GDPR legislation) to help further improve our products.

Service Objects works with multiple data sources to provide the most accurate, complete and up-to-date telephone number services for our clients’ needs.  Our product development team is constantly researching and adding new data sources in our on-going commitment to improving and enriching our services.  Recently, we integrated a large data source that significantly improves our phone and contact validation services, making them broader, deeper and stronger than ever.  This new data improves many areas of our phone products, whether it is our reverse look-up services that return contact data from a telephone number, appending a phone number from contact data or using the new phone data with our composite services like Lead Validation to perform complex comparison validations.  All will ensure that businesses have the tools they need to streamline their data quality initiatives.

With this new data source, contact record append services such as DOTS Geophone and DOTS Geophone Plus now have more contact records than ever before.  DOTS Geophone, which is limited to Landline/VOIP numbers only, gets the largest boost, appending about 50-60% more names and addresses.  DOTS Geophone Plus, which already boasts an industry-leading 80% return on contact names, has increased to over 85%.  Overall, address details for contacts grew from about 50% to 75%. In addition, wireless contact data, both names and addresses, should be significantly more accurate as wireless numbers are the biggest additions to our data sets.  These additional records also increase our address match rates. Users will see a significant rise in ‘High’ quality leads with the new data.  (Our services include a quality rating for each result of High, Medium or Low quality).  Finally, the new data source leads to increased redundancy and better performance, which ultimately results in even greater reliability.

Phone number append services such as DOTS Phone Append will see multiple benefits as well. Users will see that the number of contact numbers has increased by 200% with the new data, with match rates heading toward 80%.  The biggest boosts to the Phone Append service are the ability to return wireless phone numbers and the streamlined calls to the consumer and business data sets. As with the previous services, users will experience improved performance and reliability.

Composite services, such as DOTS Lead Validation, which make use of all the aforementioned services, benefits from the increased match rates and accuracy, further empowering the comparison algorithms and providing more accurate lead validation and lead quality scoring results.  These results will lead to more informed decision-making, as lead scores will more clearly move both farther up and down the quality scale, resulting in fewer leads being tagged for “Review”.

Service Objects is excited to share these new services with both existing and new clients.  If you have any questions or would like a demo of any of the products mentioned, please feel free to contact us.

You probably know what omnichannel means, but a quick definition is always helpful. It refers to the various touch points by which a business/organization can reach a customer. The idea — and the ideal — is to get the offer in front of them at the time they’re most likely to be interested. Typically in the modern business ecosystem, omnichannel refers to:

• Website
• Brick and mortar locations
• Social media
• Other digital efforts
• How you come across on mobile
• Face-to-face interactions between customers and employees

There is more you could group under omnichannel, but that’s a good start. Unfortunately, in a few years from now, we may need a different approach entirely.

Why?

OMNICHANNEL AND THE RAPID SCALE OF BIG DATA 

Consider this: in 2020, it’s possible 1.7 megabytes of new data will be created for every person on the planet every second. If you do the full math on that, the total volume of data globally in 2020 might be around 44 zettabytes. A zettabyte is a trillion gigabytes. This is somewhat because of “The Internet of Things” — connected devices and sensors — which should have an economic value of $3 trillion by 2025. Internet of Things tech alone will be 3-6 zettabytes of that total.

Now we know the rapid scale of Big Data. It’s actually arriving in daily life maybe faster than even mobile did. What are the repercussions?

THE REPERCUSSIONS FOR OMNICHANNEL

As noted in this post on Information Age:

Companies hoped “omnichannel experiences” would enable them to anticipate customers’ needs to provide them with a personalised response, which meets or even exceeds their expectations. And this effort is based on the company’s ability to mobilise the necessary data to deliver.

But what happened?

Today, these same companies struggle to draw together all the information required to give them a unified view and appreciation of their customers’ needs. The result is a mixed bag of omnichannel initiatives, many of which result in failures. In the retail sector, for example, only 18% of retailers claim to have an engagement strategy, which covers all channels.

The sheer math looks like this: 44 zettabytes of generated data in 2020 is 10 times — yes, ten times — what we are generating now, three years earlier. Companies are already struggling to manage data properly towards better customer experience. What will happen when 10 times the data is available in 33 months or so?

WHAT’S THE FUTURE LOOK LIKE FOR OMNICHANNEL AND CX?

This is obviously hard to predict. In times of great complexity, though, sometimes sticking to the basics — i.e. The Five Customer Experience Competencies — isn’t a bad idea. A strong base almost always beats an all-over-the-place strategy.

In my mind, this is what needs to happen:

• Companies need a good handle on what really drives their business now and what could drive it in the future.
• This involves products/services but also types of customer and platform they use.
• Once that picture is mostly clear, senior leaders need to be on the same page about the importance of customer-driven growth.
• “Being on the same page” also involves, ideally, vocabulary and incentive structures.
• If the customer-driven plan/platforms and senior leadership alignment are there, now you need to make sure the work is prioritized.
• No one should be running around on low-value tasks when great opportunity is right there.
• Kill a stupid rule, etc. Basically move as many people as possible to higher-value work, especially if lower-value work can be more easily automated.
• It’s all been important so far, but let’s bold this: You don’t need to collect all the data. You need data that relates to your priorities and growth. 
• That data should be analyzed and condensed for executives. You may need “data translators,” yes.
• Decision-making should come from relevant information and customer interactions.

This flow is hard to arrive at for some companies, but essential.

Phrased another way: trying to be “omnichannel” in five years and looking at an Excel with trillions of touch points/data on it? That will just burn out employees and managers alike. You need a prioritized, aligned plan focused on customer-driven growth and well-articulated goals. That will get you there post-omnichannel.

Reprinted from LinkedIn with permission from the author. View original post here.

Author’s Bio: Jeanne Bliss, Founder & CEO, CustomerBliss

Jeanne Bliss pioneered the role of the Chief Customer Officer, holding the first-ever CCO role at Lands’ End, Microsoft, Coldwell Banker and Allstate Corporations. Reporting to each company’s CEO, she moved the customer to the strategic agenda, redirecting priorities to create transformational changes to each brands’ customer experience. Her latest book, “Chief Customer Officer 2.0” (Wiley) was published on June 15, 2015.

There has always been one eternal question in marketing: what is the shortest path between you and your next paying customer?

We already know the right answer to this question: “It depends.” But a better answer is that effective marketing is very context-dependent. So let’s look at the pros and cons of three of today’s key marketing approaches – phone, mail and email marketing.

Telemarketing has practically been with us ever since Alexander Graham Bell first solicited his assistant Watson from the next room in 1876. Its key advantage is that it is the only one of these three approaches that builds an interactive personal connection with a prospect – one that allows you to qualify him or her, ask questions, and respond to their needs. Big-ticket products and services, particularly in a business-to-business environment, are often sold as the result of a sales process that begins with a phone contact. Conversely, large scale telemarketing often is a key ingredient of selling consumer products and services in large volumes.

Telemarketing also has numerous drawbacks. It is labor-intensive, time-bound, and requires a good telecommunications infrastructure when used on more than a small scale. Perhaps most importantly, it requires the right business context. If you are selling an airliner or high-end financial services, those prospects may expect an initial phone call, while carpet-bombing consumers with telephone sales pitches at dinnertime may provoke mostly negative responses. Moreover, unsolicited calls to consumer wireless phones can lead to large fines under the Telephone Consumer Protection Act (TCPA).

Direct mail marketing gives businesses an opportunity they do not have with phone or email: the chance to deliver content-rich information in print or even multimedia form. (For example, anyone who belongs to Generation X or older remembers those ubiquitous AOL CDs that were a fixture of the 1990s.) Anyone with a valid mailing address is a potential prospect, it is a medium that lends itself well to A-B testing as well as demographic targeting, and there are few if any regulatory roadblocks to targeting consumers with a direct mail campaign.

Drawbacks of direct mail include its expense per prospect, in terms of time, content costs, and mailing costs. This is particularly a disadvantage for smaller businesses, given the economies of scale that reduce per-unit printing and mailing costs for those who can afford very large campaigns. Response rates are generally low and can vary widely, and the accuracy of your contact data is a critical factor in your costs and profitability.

Email marketing is, relatively speaking, the new kid on the block – even though it now has its own decades-long track record. It has one towering advantage over the other two approaches: a much lower cost per contact that only minimally scales with the size of your prospect base, once you have a list that opts in. Email also gives you the opportunity to include rich media content, or make “warm call” introductions to individual prospects as a precursor to telephone contact.

Disadvantages of email include being the easiest mode of contact for people to ignore – particularly as the inbox sizes of busy people continue to expand – as well as the need to have accurate contact information from people who have opted in to hear from you, to avoid consequences for spamming from your internet services provider.

A common thread through each of these marketing approaches is data quality. Inaccurate, incomplete or outdated contact information will cost you in time and marketing expenditure at the very least, and in the worst cases could subject your business to substantial penalties. And in a world where up to 25% of your contact data is bad, and up to 70% goes out of date each year, a data quality strategy is absolutely necessary for effective marketing.

The best marketing strategy? As we said earlier, it depends. But with the right approach to data quality, you can get the maximum ROI from any approach that fits your business.

While Mother’s Day is all about the Moms in our lives, it’s an even bigger day for retailers. This year the National Retail Federation estimates Mother’s Day spending to reach an all-time high of $23.6 billion; roughly $10 billion higher than 2010. The traditional gifts of jewelry and flowers, along with personal services are predicted to contribute the most to this increase. Needless to say, with Mother’s Day only a few days away, businesses are experiencing a busy week, especially in ecommerce.

According to the National Retail Federation’s annual survey, conducted by Prosper Insights & Analytics, 30% of Mother’s Day shopping is to be done online this year. Most ecommerce sites have already experienced an influx of orders over the last few weeks. With an even bigger rush coming in now from typical procrastinators (like myself) who will take advantage of two-day delivery from retailers like Amazon. Online shopping has become even more convenient with the addition of mobile shopping. With thousands of easy to use mobile apps offering gift cards for anything from dinner to spa treatments, redeemable right on the recipient’s mobile device, digital sellers have definitely made Mother’s Day purchases easier than ever…even for the most ardent procrastinators.

Unknown to most, data quality solutions are quietly working behind the scenes contributing to a smooth and happy Mother’s Day for businesses and celebrants alike. Data quality solutions have made processing increased online holiday orders, restaurant reservations, and mobile app purchases more efficient and safer than ever. By leveraging tools like our Address, Phone and Email Validation services, our clients ensure that their customer contact information is complete and accurate while also identifying malicious fraud before transactions are completed. Our data quality tools give businesses more time to focus on providing memorable experiences for their customers and achieving their revenue goals on the busiest of holidays, including Mother’s Day.

Whether our clients are experiencing or still preparing for a busy Mother’s Day, our data quality solutions will be running smoothly in the background for them the entire time. If your business needs any assistance now or before the next major holiday contact us.

This election year has already had its share of surprises and upsets, and it’s just getting started. Political parties and individual campaigns alike are scrambling to reach out to as many members of the community as possible. Networks of volunteers are cold calling voters while robocalling systems are dialing numbers at an astounding rate. One metric given by an unnamed party estimates the number of calls to be around 50,000 per day within one party’s headquarters alone.

That’s a lot of calls being made. Imagine 50,000 calls per day until November 8th. That’s roughly 12 million phone calls, and that estimate is for just one political party.

As a phone validation expert, we question how these massive lists have been prescreened to ensure compliance on a number of issues.

For example, robocalling systems are prohibited from dialing wireless phone numbers. With most phone numbers being ported from landline to mobile, this leaves a much more condensed pool of potential voters to be accessible — at a time when political parties and campaigns are under serious pressure to get out the vote. By current estimates, the total available landline numbers in the United States has shrunk from 175 million to roughly 65 million active phone numbers.

Many wireless numbers are unidentifiable by contact name — even with Caller ID — unless that number has previously registered by an opt-in site. In order to comply with the Telephone Consumer Protection Act of 1991, political telemarketers need to perform some sort of phone validation on their massive lists in order to track local number portability and identify wireless and VoIP phone numbers.

Compiling a massive list in such a short time would require access to lists which may contain numbers that have since been ported or disconnected. Thus, campaigns and their robodialers may be dialing numbers that they believe are landlines, yet are really mobile phones. They may also be wasting valuable time and resources dialing disconnected numbers. Phone validation software both identifies wireless and VoIP numbers and scrubs lists for disconnected numbers.

As the race to gain key electoral votes continues, many parties are feeling the pressure to ramp up efforts to swing votes in their favor. This sense of urgency is likely enticing political organizations to seek fresh contact leads, and knowing whether it is legal to contact someone thanks to real-time phone validation would be of utmost value. Compliance is essential, and easy to accomplish with our real-time phone validation API which instantly identifies whether a phone number belongs to a landline or wireless phone.

Dish Network Corp., a company with a market capitalization of about $22 billion as of last month, could be fined $24 billion for making illegal telemarketing calls in violation of the Telephone Consumer Protection Act.

According to the Denver Post, U.S. District Judge Sue Myerscough has already determined that Dish and its contractors made at least 55 million illegal calls using recorded messages or to consumers on the Do Not Call Registry.

Now that the judgment has been made, Judge Myerscough must determine how much Dish will have to pay in fines. There are several stakeholders pushing for hefty fines including:

• The Department of Justice is seeking $900 million
• Ohio, Illinois, NorthCarolina, and California are pushing for fines in excess of $23 billion

These calls took place nearly ten years ago, and Dish has already been held accountable for these violations in most states. Dish settled claims of unfair and deceptive sales practices in violation of the Do Not Call Registry with 46 states in 2009, agreeing to pay nearly $6 million. Ohio, Illinois, North Carolina, and California filed their own claims, which are part of the current trial.

Consequences Beyond DOJ and State Penalties

As if $24 billion in potential fines weren’t devastating enough, Dish is already taking a serious hit on Wall Street. Dish opened the year at $56.11 on January 4th. As of February 10th, its stock had fallen to $39.71.

According to The Motley Fool, Dish isn’t really arguing its innocence during this trial, but rather balking at the excessive nature of the fines. In a motion filed with the U.S. District Court, Dish proclaimed that the proposed penalties are “a shocking amount far in excess of any penalties that the federal government has sought or obtained from any other entity for telemarketing violations, and for which the United States provides no factual support.”

The Motley Fool suggests that Dish will ultimately settle somewhere in the low millions range. However, it also expects that Dish’s stock will continue to suffer until the case is resolved.

What You Can Learn From Dish Network’s Do Not Call Violations

Penalties for violating the Telephone Consumers Protect Act can add up quickly — and wipe your company out. Compliance is essential, and it doesn’t need to be overly difficult or expensive.

Worried your company could face similar fines? Check out Service Objects’ Phone Validation APIs. Our real-time phone number validation APIs can quickly identify wireless numbers, which you definitely want to avoid calling, as well as mismatches between a phone number’s account holder and the phone record you have on file. Make sure you know exactly who you’re calling and whether or not doing so is a risk.

The Real Estate Industry Can Gain a Competitive Edge with Data Validation

Data-based marketing, outreach and lead generation isn’t only for cutting-edge B2B companies anymore. Data runs the world these days and successful businesses in every industry can benefit from using verified, validated data in smart ways.
Working with generic data isn’t enough, either. It can be inaccurate and out of date, making it as useful as no data at all—worse, even, if you’re relying on this information. That’s why smart real estate organizations—from large firms to independent agents—are investing in data validation services.

Data validation verifies that the information you’re working from, whether about a specific lead or regional demographics, is accurate and up to date. Validation can be as simple as verifying correct names, phone numbers and current addresses, or can be as nuanced as geo-targeting, IP address validation and reverse phone lookup discovery. No matter the level of data verification, the results are the same: correct information can help you make better-informed decisions and accurately target your audience.

Clever and industrious people in the real estate industry can benefit from just about every type of data validation; it’s all about keeping an eye on trends and getting the right message to the right people at the right time.

Address Validation

This is simple but crucial for real estate agents, who still spend a considerable amount on direct mail marketing. Getting a personalized mailer in the hands of the right person is important. RealTrends found that targeted direct mail pieces had a 2-5 percent response rate, versus the 1 percent rate when real estate agents mailed the piece to everyone without specific targeting.

Address Validation before a direct mail send can help ensure that you have the resident’s correct name (“Current Resident” makes the piece seem extra promotional and impersonal), the correct gender salutation, and helps make sure that the target actually lives at that address.

Image via Evil Mad Scientist

Using a data validation service that has access to the USPS National Change-of-Address database can help further refine outreach. If a new family just moved into the address you’re targeting, they’re probably not looking to move again soon, so strike that address off the list for now.

Taking address validation a step further with geocoding validation can help real estate agents get a jump on hot trends and growing neighborhoods. Cross check a list of addresses against a trending neighborhood’s longitude and latitude to make sure the addresses you have really are in the hot spot. People currently in this neighborhood might want to capitalize on the new demand and sell their home at a profit, making them prime contacts for savvy real estate agents. Extend your validation and outreach efforts to the surrounding neighborhoods to get a leg up on the competition.

Reverse Phone Look-Up

Reverse Phone Look-up enables companies to put a name and current address to a phone number. This is particularly useful since many people now move but keep their original cell phone number. This trend makes phone numbers alone a hard way to target people, especially with the declining use of landlines. According to Time, 41 percent of homes were landline-free as of 2014 and 60 percent of adults ages 30-34 exclusively use a mobile phone. With the average age of first-time home buyers currently sitting at 31 and expected to climb to 32-34 in the coming years, this makes reverse look-up validation an invaluable resource for real estate agents.

This type of validation will tell you if the people on your list of phone numbers truly do live in your territory. Plus, it will give you their most current address and name. National real estate companies can use this validated data to send location-specific messaging to everyone on their list, based on the person’s current location.

Demographic Validation

A core premise of marketing, no matter what industry, is “know your audience.” Demographic data validation can help real estate agents get an accurate and intimate understanding of the areas they work in. Gut instincts are essentially gambles, whereas using validated data ensures you have reasonably accurate and updated information. By working with US census validated demographic data, real estate agents can change and target their messages based on location.

• Spanish-language ads can be placed in predominately Hispanic neighborhoods
• First-time homebuyer messaging can be sent to areas with a high concentration of young adults reaching the pivotal first-time homebuyer age
• Direct mail pieces discussing downsizing can be targeted to areas with mostly older adults
• Target small business owners in the area about property opportunities in the up and coming business district

Understanding the population make-up of a particular area can also help influence how you market properties. Areas that are mainly suburban are likely to connect more with family-oriented messages while urban areas probably want to hear more about high-end home features and nearby amenities. By using a combination of demographic validation and geocoding validation, agents can perfectly target each area.

This level of data also provides insight into the average income and spending of nearby households, which is helpful when pricing houses and projecting commissions.

Competitive Edge

Many real estate agents work independently and cannot afford to waste time, resources, and money on misguided marketing and outreach efforts. This is where a commitment to clean data and consistent data validation can provide a competitive advantage. Committing to using validated data as a key business tool can help real estate firms accurately focus efforts and spend smartly with better response rates.

Data can be intimidating, but with good data validation the return on investment is well worth it. Look into the different features and options offered to begin cleaning up your data and deciding which level of data-based targeting will work best for you. Go beyond just address validation and get creative if you want to pull ahead of the pack.

In early July, a federal judge held Time Warner Cable accountable to the Telephone Consumer Protection Act (TCPA). The judge penalized Time Warner Cable a whopping $229,500 for placing 153 robocalls to a wrong number — a cellphone belonging to Araceli King. King repeatedly notified Time Warner Cable of the error, but the calls continued, forcing King to file a lawsuit to stop the harassing phone calls meant for someone else. Even then, the company continued to call King — 74 times after the lawsuit was filed.

As smart as autodialers are, they rely on human input at some point. In the case of King versus Time Warner Cable, it appears that no one bothered to tell the autodialer to stop dialing this number. Thus, while the company knew about the lawsuit, the number wasn’t purged from the autodialer. This problem could have been avoided with phone validation software.

What You Can Learn from Time Warner Cable’s Mistake

Violating the TCPA can be costly. Time Warner was fined $1500 per call for a total of $229,500. Few businesses can afford to throw that kind of money away.

Violating the TCPA can harm your reputation and relationships with consumers. Though the initial call to King may have been an honest mistake (Time Warner Cable’s original customer was the previous owner of King’s phone number), each subsequent call became an annoyance, then a harassment. King herself, as well as friends and family, may never become customers of the company again. The negative press surrounding the lawsuit certainly didn’t help, either.  

Using phone validation can help you to avoid calling the wrong people.

Phone validation software can quickly validate a phone number to determine if it belongs to the person you believe you are calling. Our phone validation API compares a given number to a database containing current, accurate contact information for more than 400 million US and Canadian records. It returns key information including the phone number’s contact name. Had Time Warner Cable validated the phone number, it would have discovered a mismatch between its customer’s name and the phone number’s new owner. Thus, the autodialer could have immediately rejected the number, saving the consumer frustration and saving the company over $200,000. 

Using phone validation can also help you to avoid calling cell phone numbers.

Phone validation software can also identify the line type of any given phone number. This is important because recent updates to the TCPA forbid using an autodialer to call a wireless phone without prior express consent.

If you use an autodialer to place phone calls without validating phone numbers in real time, you’re at risk of running afoul of the TCPA. People change phone numbers frequently, so even a previously valid phone number can become invalid overnight. Mitigate the risk and ensure that you’re calling who you believe you are calling by using phone validation in real-time.