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Missed call

A missed call is a deliberate mobile telephony practice in which the caller dials a number but terminates the connection after one or two rings, before the recipient can answer, thereby generating a notification of an incoming but unanswered call on the recipient's device without charging the caller for airtime.^[1] This technique, also known as "beeping" or "flashing," emerged as a cost-minimization strategy in regions with high per-minute calling rates and free incoming calls, enabling low-income users to signal messages such as "call me back," confirm presence, or request a callback without expenditure.^[2] Prevalent in developing economies like India, South Africa, and parts of Asia and Africa, it reflects adaptive communication behaviors driven by economic constraints rather than technological limitations.^[3] The practice gained widespread adoption in India during the early 2000s, where it facilitated everyday interactions—such as lovers signaling arrival or families confirming safety—amid asymmetric pricing structures that burdened outgoing calls.^[4] Businesses capitalized on missed calls for marketing and verification campaigns, allowing consumers to register interest or opt-in services at zero cost, which spurred an industry handling billions of such interactions annually by the late 2000s.^[3] For instance, political campaigns and consumer alerts leveraged missed calls to mobilize voters or deliver promotions, bypassing literacy barriers and data access issues.^[5] Economically, it empowered base-of-the-pyramid populations by extending mobile connectivity's utility without proportional costs, though its prevalence has waned since the mid-2010s due to plummeting call rates, abundant data plans, and alternatives like SMS or apps.^[2]^[4] Despite its ingenuity, the missed call has drawn regulatory scrutiny in some markets for potential abuse in unsolicited marketing, prompting guidelines on consent and frequency to mitigate spam-like effects.^[5] Its defining characteristic lies in causal realism: users rationally exploited network economics where the recipient bears callback costs, inverting traditional communication flows to favor the resource-poor initiator.^[1] This phenomenon underscores how technological affordances intersect with socioeconomic realities, fostering informal norms that persist even as formal infrastructures evolve.^[2]

Definition and Technical Basis

Core Concept and Mechanics

A missed call constitutes a deliberate communication method in telephony where the caller dials the recipient's number and terminates the connection prior to the call being answered, thereby registering as an unanswered incoming call in the recipient's device log without verbal exchange.^[1] This practice, also termed "beeping" or "flashing," enables signaling presence, requests for callback, or predefined messages via the mere appearance of the caller's identifier on the recipient's screen.^[1] It proliferates in contexts of asymmetric or high per-minute tariffs, leveraging the non-completion of the call to evade costs.^[6] Mechanically, the process initiates when the caller connects to the recipient's network, prompting the recipient's device to ring—typically for 3 to 30 seconds depending on network settings—before the caller disconnects.^[1] Since the call fails to establish a voice path or surpass the minimum billable duration (often zero for unanswered attempts in many mobile operators), neither party incurs charges; billing commences only upon answer or connection in per-second or connected-call models prevalent in emerging markets.^[7] The recipient's handset, upon detecting the incoming signal and subsequent hang-up, logs the event with timestamp, caller's number, and duration (usually under 5 seconds), facilitating identification without resource consumption beyond network signaling overhead.^[1] This mechanism relies on standard mobile network protocols like SS7 or IMS for call setup signaling, where the caller's mobile switching center (MSC) alerts the recipient's without allocating bearer channels for media.^[8] In practice, the brevity ensures minimal or no airtime deduction, though exact thresholds vary by carrier; for instance, operators in South Asia and Africa structure tariffs to render such micro-rings gratuitous, underpinning the method's viability.^[3] Reliability hinges on caller ID transmission, which is mandatory in most GSM/CDMA networks post-1990s implementations, though spoofing or suppression can undermine it in rare cases.^[1]

Network and Economic Underpinnings

In mobile telecommunication networks, particularly GSM and subsequent standards prevalent in developing regions, a missed call occurs during the call setup phase where the calling party's network initiates signaling to the recipient's network without establishing a full voice connection. The process begins with the caller dialing and the originating network authenticating the request, followed by paging the recipient's device via the base station subsystem, which triggers the phone to ring in the alerting phase. If the caller terminates the call before the recipient answers—typically within 1-3 rings—no radio resource allocation for voice traffic occurs, avoiding the connect phase and thus incurring no chargeable duration for the caller under standard tariff models.^[1]^[9] This network behavior relies on protocols like ISDN User Part (ISUP) in SS7 signaling for circuit-switched calls, where the call is released via a release message if unanswered, logging it as missed on the recipient's device via caller ID and call history features standardized since the 1990s. Minimal resource use during paging and alerting—often under 5-10 seconds—imposes negligible load on operators compared to sustained connections, enabling scalability in high-volume scenarios without proportional infrastructure costs. In contrast, answered calls transition to the active phase, allocating dedicated channels and triggering billing based on connected time.^[10] Economically, missed calls exploit asymmetric pricing structures dominant in prepaid-heavy markets of developing countries, where incoming calls (answered or not) are typically free for the recipient, while outgoing calls are charged per second or minute only upon connection. This model, adopted by operators like those in India and sub-Saharan Africa since the early 2000s, subsidizes incoming traffic to boost network utilization and compete for subscribers, as airtime costs—often 1-5 cents per minute—strain low-income users reliant on daily top-ups. By hanging up pre-answer, callers evade these fees entirely, effectively transmitting a zero-cost signal verifiable via the recipient's missed call notification, which proliferated with feature phone adoption exceeding 80% in regions like South Asia by 2010.^[3] Such practices emerged from operator strategies to penetrate price-sensitive markets, where voice revenue models prioritized volume over per-call margins; for instance, India's telecom sector saw missed calls constitute up to 30% of total attempts by 2013, valued indirectly at billions in equivalent messaging but at near-zero marginal cost to networks. However, this has prompted regulatory scrutiny, as unchecked usage strains signaling overhead—potentially 10-20% of traffic in peak adoption areas—leading some operators to explore setup fees, though none materialized widely by 2020 due to competitive pressures.^[11]^[4]

Historical Development

Origins in High-Cost Telecom Environments

The intentional missed call emerged as a workaround in telecommunications systems where per-minute outgoing charges significantly outpaced affordability, particularly in the nascent mobile era when voice tariffs were structured to bill the caller regardless of connection duration. This practice allowed the caller to signal presence, request a callback, or convey simple messages without incurring costs, leveraging the recipient's free receipt of incoming calls or notifications. Early adoption was driven by prepaid billing models prevalent in high-cost markets, where users rationed airtime credits meticulously, often topping up in small denominations that limited sustained conversations.^[2] In Europe, particularly Italy, the phenomenon known as uno squillo—a single ring followed by disconnection—gained traction in the mid-1990s amid rapid mobile rollout but steep pricing, with outgoing calls billed from the first ring at rates equivalent to several euros per minute in some cases. Italian mobile subscriptions exploded from under 1 million in 1995 to over 10 million by 1998, yet high tariffs from state-influenced monopolies like Telecom Italia prompted users to use squilli for affirmations like "I'm here" or flirtatious signals, avoiding the 15-second minimum charge common at the time. This mirrored similar "flash" calls in other high-tariff European markets, where fixed-to-mobile or peak-hour rates deterred full connections.^[12]^[13] The practice proliferated in developing regions during the 2000s as prepaid mobiles democratized access but amplified cost sensitivities; in sub-Saharan Africa, "beeping" became ubiquitous by 2005-2007, coinciding with subscriber growth from 25 million in 2001 to 192 million in 2006, amid airtime prices consuming up to 15% of low-income household budgets. Studies documented codified beeps for meanings like "call me back" (one beep) or "I'm out of credit" (multiple short beeps), reflecting causal adaptations to operators' asymmetric pricing favoring incoming traffic to boost network usage without revenue loss. In India, post-2001 liberalization flooded the market with cheap handsets, but with outgoing calls at 1-2 rupees per minute versus negligible incoming fees, missed calls comprised over 50% of traffic in some networks by the late 2000s, originating from urban migrants signaling safe arrivals or coordinating without depleting limited recharges.^[14]^[1]^[4] These origins underscore a first-principles response to economic constraints: networks designed for caller-pays models inadvertently enabled zero-cost signaling, fostering cultural norms in environments where alternatives like SMS were costlier or less reliable until data affordability improved post-2010. Empirical data from operator logs in these regions confirm the practice's scale, with academic analyses attributing its persistence to rational utility maximization rather than mere frugality.^[3]^[15]

Global Spread and Peak Adoption (2000s–2010s)

The practice of intentional missed calling, often termed "beeping" or "flashing," proliferated globally during the 2000s and early 2010s, coinciding with explosive mobile phone adoption in developing regions where per-minute call charges remained high relative to incomes and prepaid tariffs dominated. In South Asia, particularly India and Bangladesh, missed calls served as a zero-cost signaling mechanism amid rapid network expansion; India's mobile subscribers grew from 16 million in 2000 to over 900 million by 2012, fostering widespread reliance on the tactic for interpersonal coordination before voice over IP and unlimited plans eroded its necessity.^[16] By 2008, more than half of Indian mobile users routinely initiated calls expecting no answer, with missed calls accounting for over 30% of network traffic and prompting telecom operators to complain of revenue loss from unbillable activity.^[4]^[4] In Sub-Saharan Africa, where mobile subscriptions surged 550% from 2004 to 2009—reaching over 350 million users by late 2009—beeping emerged as a cultural norm for cost evasion, with estimates indicating 20-30% of all calls were intentional misses by the mid-2000s, enabling recipients to callback without mutual expense.^[17]^[18] This pattern extended to rural and low-income demographics, where devices lacked SMS capabilities or airtime was rationed, turning missed calls into codified messages like "call me back" or prearranged signals for arrival confirmation.^[1] Similar dynamics appeared in other emerging markets, such as parts of Southeast Asia, where up to 70% of a major operator's hourly network traffic in Bangladesh derived from missed calls during peak usage periods around 2010, underscoring the tactic's efficiency in bandwidth-constrained, high-cost environments.^[19] Peak adoption reflected economic constraints rather than technological innovation, as developing countries—hosting 75% of global mobile subscriptions by 2011—prioritized voice networks over data infrastructure, amplifying missed calls' role in commerce and activism.^[20] In India, businesses leveraged "missed call marketing," registering over 100 million such interactions for polls and subscriptions by the early 2010s, bypassing SMS fees that cost users up to 3 rupees per message.^[3] This era marked the zenith before smartphone diffusion and falling data prices post-2012 diminished the practice, though it persisted in pockets where affordability lagged.^[4]

Motivations and Justifications

Economic Incentives and Cost Evasion

In prepaid mobile ecosystems prevalent in developing countries, where airtime costs often exceed 5-10% of daily income for low earners, intentional missed calls—known as "beeping" or "flashing"—enable users to signal without incurring charges, as the caller hangs up within seconds to avoid connection fees under "calling party pays" billing.^[21] This practice emerged prominently in sub-Saharan Africa and South Asia during the 2000s mobile boom, when per-minute rates reached $0.20 or more—equivalent to hours of wages in nations like Rwanda, with a 2006 GNI per capita of $230.^[21] Users exploit network tolerances for brief rings (typically 3-5 seconds) that trigger alerts but deduct no credit, shifting the response cost to the recipient, often presumed to have more resources: as one Rwandan informant noted, "Here in Rwanda people are not rich enough to call every time. That is why they beep you."^[21] Economic incentives favor beeping for both instrumental and relational purposes, such as requesting a callback for coordination or expressing affection without expenditure, thereby conserving scarce prepaid balances for voice or SMS needs.^[21] In Kenya, one operator recorded 4 million such signals daily by 2006, reflecting scale in high-prepaid penetration markets where 90%+ of subscribers avoid postpaid plans due to credit risks and upfront costs.^[21] India's telecom sector saw 20-30% of calls as missed signals around the same period, driven by similar frugality amid rapid subscriber growth from 10 million in 2000 to over 300 million by 2007.^[21] This evasion extends to informal economies, where small traders or laborers use beeps to negotiate without depleting airtime, embodying a "rich guy pays" norm that reinforces asymmetric cost burdens based on perceived solvency. While networks later introduced free "please call me" services to monetize responses—e.g., via sponsored credits—the core beeping mechanic persists as a low-barrier workaround, underscoring how users in cost-constrained environments repurpose technology for affordability over intended usage.^[22] Empirical studies confirm its rationality: in Ghana, Botswana, and Uganda, 38% of payphone users beeped regularly by 2003, prioritizing zero-cost initiation to sustain connectivity amid volatile income.^[21] Such practices highlight causal links between high marginal call costs and innovation in signaling, rather than mere cultural habit, though overuse risks network countermeasures like ring-time limits.^[21] Intentional missed calls, known as "beeping" or "flashing," serve as a form of non-verbal communication in various cultures, particularly in resource-constrained environments, where they convey pre-arranged messages or relational cues without incurring airtime costs. These signals often rely on shared social norms, such as the expectation that the recipient—typically someone with more resources—will return the call, thereby reinforcing interpersonal hierarchies and obligations.^[1] In sub-Saharan Africa, beeping functions include callback requests, where a brief ring prompts the recipient to initiate contact, and pre-negotiated codes that encode specific intents, such as "pick me up" or class reminders. Relational beeps, distinct from purely instrumental uses, express affection or mere presence, akin to "waving" at a distance, and are employed even by those with available credit to maintain bonds with family or partners. Norms dictate beeping wealthier contacts preferentially and limiting frequency to avoid irritation, while prohibiting its use for romantic pursuits or favors to preserve etiquette.^[1] Similar practices prevail in South Asia, notably India, where missed calls signal arrival at a location or readiness to proceed, substituting for verbal confirmation in daily interactions. In urban settings like Delhi, this "missed call culture" facilitates efficient signaling among peers, such as alerting someone to wait without expenditure, embedding thriftiness into social exchanges. Across Indonesia and Bangladesh, terms like "memancing" describe analogous flashing to elicit responses, highlighting a broader Asian adaptation for relational upkeep.^[1]^[23] Socially, these signals foster connectivity in low-income contexts by enabling subtle assertions of availability or intimacy, though they can perpetuate inequalities by burdening recipients with costs, thus embedding economic status into communication dynamics. In relational contexts, such as among young couples, repeated beeps may check line availability or deter rivals by occupying the connection, underscoring beeping's role in negotiating privacy and exclusivity.^[1]^[19]

Applications and Use Cases

Interpersonal Communication

Missed calls function as a form of nonverbal signaling in interpersonal exchanges, enabling users to communicate intent without voice interaction or cost, especially in prepaid mobile ecosystems prevalent in developing regions. This practice, known as "beeping" or "flashing," involves dialing a contact and disconnecting after one ring, leaving a log entry that prompts interpretation based on context or prearranged codes.^[1] Primary applications include requesting a callback from someone presumed to have sufficient airtime, such as when the caller lacks credit; for instance, in Rwanda, informants described beeping employers or affluent friends to initiate contact without expense. Pre-negotiated instrumental signals convey logistics, like "pick me up now" from a taxi dispatcher to a driver or arrival notifications among peers. Relational beeps express social bonds, such as "I'm thinking of you" without expecting reply, often scanned through contact lists to maintain ties.^[1] In India, where missed calls comprised 20-25% of mobile usage by 2006, interpersonal signaling extends to familial check-ins, friend confirmations of safe arrival, and romantic overtures where a returned call indicates interest. Such codes persist in cultural depictions, reinforcing norms like using beeps to say "I miss you" to loved ones. Similar patterns appear across South Asia and sub-Saharan Africa, with Kenya logging approximately 4 million daily flashes by 2006 for personal coordination.^[24]^[1]^[25] Unwritten rules shape etiquette: beeps target superiors or equals with resources, avoid soliciting favors from customers or suitors, and limit frequency to prevent annoyance, as excess signals imposition. Violations, like persistent beeping from lower-status individuals, risk social rebuke, underscoring the practice's embedded power dynamics and reciprocity expectations.^[1]

Commercial and Marketing Strategies

Missed call marketing strategies exploit the economic asymmetry in telecommunications where incoming calls are often free to the recipient, enabling businesses to capture consumer phone numbers as leads without charging the caller for airtime or data. This approach is particularly prevalent in emerging markets like India, where prepaid mobile plans historically emphasized free incoming calls to encourage usage, allowing marketers to prompt consumers via advertisements—such as billboards, television spots, or social media—to dial a short code or toll-free number and hang up immediately. Upon detecting the missed call, businesses use specialized platforms to log the number, verify it, and initiate follow-up via callbacks, SMS, or automated messages for purposes including lead qualification, subscription opt-ins, or content delivery.^[26]^[3] Key applications include lead generation, where prospects signal interest at zero cost to themselves, yielding higher response rates than form-filling methods since dialing requires minimal commitment compared to sharing personal data online. For instance, campaigns often integrate missed calls with CRM systems to segment leads by demographics or location, enabling targeted remarketing; a missed call might trigger an automated callback offering product information or discounts. Businesses also deploy this for customer verification, such as confirming subscriptions to alert services, or for interactive polls and feedback, where aggregated responses inform market research without SMS fees. In entertainment sectors, missed calls facilitate voting in contests or accessing premium audio content via callbacks, as seen in campaigns by media companies polling audiences on show outcomes.^[27]^[28] Notable case studies demonstrate measurable outcomes in cost-sensitive rural markets. Hindustan Unilever's "Kan Khajura Tesa" (KKT) campaign, launched in 2012, targeted low-literacy rural audiences by promoting a toll-free number for missed calls that triggered callbacks with audio entertainment like jokes and music, resulting in over 1.3 million unique users and increased brand affinity among detergent buyers by associating the product with accessible fun. Similarly, Active Wheel detergent's rural initiative used missed calls to distribute promotional content and coupons, enhancing penetration in underserved areas where data access was limited. Nestlé's Bunyad campaign for iron-fortified noodles encouraged schoolchildren's parents to miss call for nutritional information and samples, boosting product trials in targeted communities. These examples underscore the strategy's efficacy for pull marketing, where consumer-initiated actions drive engagement at lower acquisition costs than outbound advertising.^[29]^[30]^[3] Platforms like Exotel and Acefone facilitate these campaigns by providing analytics on call volumes, drop-off rates, and conversion metrics, allowing real-time optimization. However, success depends on regulatory compliance, such as obtaining consent for data use under laws like India's Telecom Regulation Authority guidelines, and mitigating spam perceptions by limiting callbacks. While effective for high-volume, low-barrier interactions—evidenced by the rise of firms like ZipDial, acquired by Twitter in 2014 for scaling missed call infrastructure—the strategy's reliance on voice networks has waned with smartphone penetration and data affordability, though it remains viable for feature-phone users in developing regions.^[31]^[4]

Activism and Organizational Coordination

Missed calls have been employed in political campaigns, particularly in India, to mobilize supporters and gauge voter interest without incurring communication costs. In May 2023, the Bharatiya Janata Party (BJP) initiated a nationwide campaign using the dedicated number 9090902024, encouraging individuals to give a missed call to register support ahead of the 2024 Lok Sabha elections; this effort aimed to expand the party's volunteer base and collect contact data for follow-up outreach.^[32] Similarly, in August 2025, the Indian National Congress launched the "Vote Chori" campaign, prompting participants to dial 9650003420 for a missed call to register opposition to alleged electoral irregularities and demand transparency from the Election Commission.^[33] These initiatives leverage the low-barrier nature of missed calls to achieve high response rates in cost-sensitive environments, enabling organizations to build databases for targeted mobilization.^[34] In grassroots activism, missed calls facilitate covert coordination and signaling in resource-constrained or surveilled settings. Zambian youth activists, for instance, pre-arrange missed call patterns—such as the number of rings—to convey specific messages like meeting times or alerts, circumventing government monitoring and airtime expenses while maintaining operational security.^[35] During Kenya's 2014 "No Unga Tax" movement against a proposed value-added tax on maize flour, participants used beeping (missed calls) for local event coordination, amplified by platforms like Crowdring, which tallied missed calls as petition signatures to pressure policymakers; this contributed to the tax's reversal.^[36] In Bangladesh, activists adopted intentional missed calls in 2013 as a protest tool to communicate demands en masse without depleting prepaid credits, adapting the practice from everyday signaling to amplify calls for political reform.^[37] Organizational use extends to human rights and community groups in low-income regions, where missed calls serve as predefined signals for mobilization. Ugandan grassroots advocates, for example, employ "beeping" to confirm event attendance or initiate actions, embedding the tactic in toolkits for rights campaigns to ensure broad participation amid economic barriers.^[38] Such methods highlight missed calls' role in enabling scalable, asynchronous coordination, though their efficacy depends on network reliability and cultural familiarity with the signaling convention.^[39]

Misuse as Spam and Harassment

Missed calls have been weaponized in fraud schemes known as wangiri scams, where perpetrators dial victims briefly from international or premium-rate numbers, disconnecting after one ring to leave a missed call notification and prompt a callback that incurs exorbitant per-minute charges, often routed through high-cost lines controlled by the scammers.^[40]^[41] This tactic, termed "wangiri" from Japanese for "one turn" or "bend" (referring to a single ring), emerged prominently in Japan before proliferating worldwide, with U.S. authorities like the FCC documenting surges in such incidents targeting North American numbers from regions like Africa and Eastern Europe as early as 2018.^[42] Victims who return the call may face connection to automated lines billing at rates up to $20 per minute until disconnected, leading to unauthorized charges on mobile bills that telecom providers sometimes refund upon complaint.^[43]^[44] In commercial contexts, particularly in price-sensitive markets such as India, unsolicited missed calls are deployed for spam marketing, where businesses or promoters ring numbers en masse to elicit callbacks for lead generation, subscription confirmations, or promotional interactions without incurring sender costs, often blurring into intrusive spam when unrequested.^[45] This practice, facilitated by specialized services, has drawn regulatory scrutiny for violating do-not-disturb guidelines, with India's Telecom Regulatory Authority reporting millions of such campaigns annually by 2020, contributing to consumer fatigue and complaints about deceptive opt-in tactics.^[46] Similar misuse extends to digital platforms, including WhatsApp voice call rings left unanswered to probe for active accounts or initiate phishing upon response.^[47] For harassment, repeated missed calls serve as a low-trace method to intimidate or annoy targets, evading direct voice logs while still generating notifications that disrupt daily life and induce anxiety, qualifying as abusive conduct under U.S. regulations prohibiting "repeated or continuous telephone calls" intended to harass.^[48] The Consumer Financial Protection Bureau specifies that such patterns, even without answered connections, violate fair debt collection rules if exceeding reasonable frequency—typically more than seven attempts within seven days—and state laws like California's Penal Code § 653m criminalize persistent annoying calls regardless of answer status.^[49]^[50] Enforcement relies on call records showing volume and timing, with victims able to report to authorities like the FCC for investigation, though spoofing complicates attribution.^[51]

Societal Impacts

Benefits and Innovations

The intentional practice of missed calling facilitates low-cost or zero-cost signaling, particularly in regions with prepaid mobile tariffs where outgoing calls incur charges but incoming notifications do not. By dialing and disconnecting before connection, users avoid airtime expenses while conveying messages like "call me back" or "I have arrived," enabling frequent, efficient interpersonal coordination without depleting limited balances.^[1] ^[2] This approach has proven especially valuable in developing economies, where empirical studies indicate widespread adoption; for example, over two-thirds of farmers surveyed in rural Uganda reported using missed calls more frequently than voice, SMS, or other methods for daily communication.^[52] In commercial contexts, missed calls offer businesses a frictionless mechanism for lead generation and customer engagement, as prospects provide contact details via a no-cost opt-in, often yielding higher participation rates than paid alternatives like SMS due to the absence of financial or data barriers.^[3] This method supports accessibility for users with feature phones lacking internet, broadening reach in low-data environments and reducing exclusion of underserved populations.^[3] For activism and coordination, it enables scalable, anonymous mobilization; platforms like Crowdring, deployed in campaigns such as India's 2013 anti-corruption drives, harnessed millions of missed calls to gauge support and rally participants without infrastructure costs.^[53] Innovations in missed call applications have evolved from ad-hoc personal use to structured commercial ecosystems, including cloud-based telephony services that automate responses, profile callers via integrated IVR prompts, and link to CRM systems for real-time lead tracking.^[45] Pioneering firms like ZipDial, founded in 2010 and acquired by Twitter in 2014, scaled this into a verification tool for subscriptions, contests, and e-commerce confirmations, processing billions of interactions and supplanting SMS in India's marketing landscape by 2021.^[4] These advancements extended to hybrid models, such as missed call-triggered content delivery or polls, enhancing data collection precision while maintaining cost efficiency for operators and users in high-volume scenarios.^[54]

Drawbacks, Criticisms, and Externalities

The practice of issuing deliberate missed calls has facilitated various scams, particularly the "wangiri" or one-ring scam, where fraudsters place short calls from international numbers to prompt callbacks to premium-rate lines, incurring high charges for victims. In India, Reliance Jio warned users in January 2025 about such schemes involving missed calls from non-+91 country codes, which exploit the recipient's curiosity or perceived urgency to generate unauthorized revenue for scammers.^[55]^[56] These tactics have proliferated due to the low barrier of entry for perpetrators, with victims often facing unexpected bills as high as international roaming rates without realizing the call's origin.^[57] Beyond fraud, missed calls enable harassment and spam, as anonymous short rings evade traditional blocking mechanisms and impose a psychological obligation on recipients to respond, leading to repeated unwanted interactions. Reports from Indian users indicate frequent instances of 10 or more daily calls from random numbers claiming a prior missed call from the recipient, disrupting daily life and contributing to broader telemarketing spam volumes exceeding three pesky calls per day for over 60% of surveyed individuals.^[58] This misuse amplifies user frustration, as the cultural expectation of immediate callbacks—rooted in cost-saving norms—compels responses even to suspicious origins, eroding trust in incoming notifications.^[59] On a systemic level, the volume of deliberate missed calls generates negative externalities for telecommunications infrastructure, as each attempt consumes signaling resources and bandwidth without yielding airtime revenue, straining networks particularly in high-prevalence regions like India. Similar to flash calls used for authentication, these short-duration attempts increase overall load on mobile switching centers and can necessitate additional operator investments in capacity, diverting resources from revenue-generating traffic.^[60] Critics within the telecom sector note that while incoming calls were historically free in markets like India to boost adoption, the unchecked proliferation of missed calls for signaling exploits this model, potentially raising operational costs passed onto users through indirect means.^[61] Socially, the reliance on missed calls has drawn criticism for fostering inefficiency and rudeness, as recipients often express irritation at the need to constantly verify and return non-urgent rings, disrupting workflows especially among professionals. In urban Indian contexts, this has been described as "irksome," with frequent half-hourly callbacks imposing unnecessary time burdens without clear communication intent.^[59] Furthermore, the practice discourages substantive alternatives like voicemails, reinforcing a norm of indirect signaling that can lead to overlooked genuine communications amid the noise of frivolous ones.^[62]

Evolution and Decline

Factors Driving Reduced Prevalence

The primary driver of the reduced prevalence of missed calls as a signaling mechanism has been the sharp decline in mobile data costs, particularly following the entry of Reliance Jio into the Indian market in late 2016. Jio's launch offered initially free high-speed data (up to 4 GB per day), igniting a competitive price war among telecom operators that slashed per-GB data rates from approximately 226 rupees in 2015 to 19 rupees by the end of 2016.^[4] This affordability surge propelled average monthly data consumption from 805 MB per user in 2015 to 5.7 GB in 2017, diminishing the economic incentive for using missed calls to avoid airtime or data charges.^[4] Concurrent with cheaper data, the rapid proliferation of affordable smartphones eroded the feature-phone dominance that had sustained missed call practices. Smartphone penetration grew from 117 million users in 2013 (a 55% year-over-year increase) to projections of 820 million by 2022, fueled by low-cost devices from manufacturers like Micromax and Xiaomi priced around $80.^[4] These devices facilitated seamless access to over-the-top (OTT) applications such as WhatsApp and Telegram, which provide free or negligible-cost text messaging, voice notes, and internet-based calls, rendering missed calls obsolete for routine signaling like confirmations or alerts.^[4] Additionally, the normalization of unlimited voice calling plans across major Indian telecom providers further undercut the cost-saving rationale for missed calls. By 2020, most local calls had become effectively free, eliminating the per-minute tariffs that once made deliberate hang-ups a practical workaround.^[63] This shift is evidenced by the collapse of missed call-dependent services: for instance, ZipDial, a platform peaking at 60 million users for marketing and alerts, discontinued operations in 2016 post-acquisition by Twitter, while Unilever's Kan Khajura Tesa entertainment service, with 50 million subscribers, ended in 2019 due to plummeting engagement amid data alternatives.^[4] Overall, these technological and pricing evolutions have transitioned communication toward data-centric platforms, reducing missed calls from a ubiquitous cultural norm to a niche or legacy practice primarily among lower-data users.^[4]

Transitions to Digital Alternatives

The proliferation of smartphones and affordable mobile data plans has significantly diminished the reliance on missed calls for signaling and low-cost communication, particularly in developing markets where such practices were once ubiquitous. By the mid-2010s, the deployment of 4G networks and competitive pricing strategies reduced data costs, enabling users to favor internet-based applications over voice-centric methods that incurred even minimal per-minute charges. For instance, in India, where missed calls accounted for over 50% of mobile interactions by 2008, the transition accelerated as data consumption surged from 805 MB per user per month in 2015 to 5.7 GB by 2017, rendering traditional signaling obsolete for many everyday uses.^[64]^[4] A pivotal catalyst was the entry of Reliance Jio Infocomm in September 2016, which offered free voice calls and drastically cheaper data—dropping from approximately 76 rupees per GB pre-launch to 19 rupees per GB shortly after—prompting over 130 million subscribers within a year and disrupting legacy telecom models. This shift correlated with an 80% decline in voice call revenue share for Indian telecom operators from 58.6% of average revenue per user (ARPU) in June 2013 to 10.1% by December 2022, as over-the-top (OTT) services supplanted circuit-switched telephony. Missed call-dependent enterprises, such as ZipDial—which handled up to 5 million calls daily at its 2016 peak—pivoted or ceased operations, with ZipDial itself winding down post-acquisition by Twitter in 2015 as digital platforms eroded its offline-to-online bridging role.^[4]^[65] Digital alternatives, primarily OTT messaging applications like WhatsApp and Telegram, provide equivalent or superior signaling capabilities without the need for voice infrastructure. These platforms offer instant notifications, typing indicators, read receipts, and multimedia sharing—all transmitted over data networks at negligible marginal cost once connected—eliminating the deliberate hang-up required in missed call protocols. In regions with prior heavy missed call usage, such as South Asia and parts of Africa, this evolution has fostered richer interaction modes, including group chats and location sharing, while reducing network congestion from unconnected calls; telecom data revenues correspondingly rose over tenfold to 85.1% of ARPU in the same period.^[65]^[4] Persistent niche applications of missed calls endure in areas with intermittent data access or for automated confirmations in banking and political campaigns, but the broader paradigm has moved toward integrated digital ecosystems. Voice over IP (VoIP) services further complement this by enabling free or low-cost calls with visual interfaces, further eroding the utility of unilateral missed signals. This transition underscores a causal shift from resource-constrained telephony to data-abundant connectivity, with empirical telecom metrics confirming the displacement of voice-based practices by packet-switched alternatives.^[4]

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The variation in the values between unanswered calls and block...
In this paper, we investigate the possible effect of ostentatious (flash) calls in mobile communication networks (GSM) in Nigeria. The GSM network consists ...Missing: mechanics | Show results with:mechanics
[10]
[PDF] Understanding Mobile Terminated Call Failures - Qualcomm
This document discusses understanding mobile terminated call failures, including a summary and mobile terminated call delivery.Missing: mechanics | Show results with:mechanics
[11]
India: there's money in missed calls - Financial Times
Jan 31, 2013 · And businesses are catching on – by some estimates, India's missed call business is worth Rs5bn ($94m). Zipdial is one marketing and analytics ...
[12]
Italian word of the day: 'Squillo' - The Local Italy
Dec 14, 2018 · For Italians, it's uno squillo (hear it pronounced here). It comes from the verb squillare ('to ring') and it's what your phone does when someone calls you.
[13]
Miss Your Love? Use The Magic Of A Squillo - LovesAGame.com
Apr 23, 2007 · A Squillo, (squillare: Italian word for “to ring”), is a one-ring mobile phone call, where the receiver of the call is not expected to answer.Missing: origins flash history
[14]
Phone credit low? Africans go for "beeping" | Reuters
Sep 26, 2007 · Africa had an estimated 192.5 million mobile phone users in 2006, up from just 25.3 million in 2001, according to figures from the U.N.'s ...
[15]
Missed calls / beeping / flashing - a universal strategy? - LIRNEasia
Sep 28, 2007 · Missed calling (also referred to as beeping, flashing and many other names) has been most talked about in Africa; Johnathan Donner has been ...
[16]
A telecom revolution this decade - The Economic Times
Dec 31, 2009 · The decade gone by has brought a cellphone to every second Indian. It's also been a decade driven by affordability. Call rates have tumbled from Rs 4.50 in ...
[17]
Africa calling: mobile phone usage sees record rise after huge ...
Oct 22, 2009 · More than 350m Africans now mobile as subscriptions soar by 550% in five years.
[18]
Culture of Mobiles In Rural Areas: Beeping, Flashing, Rapelle Moi
Sep 28, 2007 · This practice -- also called flashing, missed call, miskin, or bipage -- has evolved when mobile users don't have enough prepaid credit to pay ...
[19]
The Missed Call: The Decade's Zeitgeist? - loose wire | blog
Nov 10, 2010 · Talking of flirting, missed calls can create a private space between two people who couldn't otherwise connect without fear of exposure or ...
[20]
Phoning it in: Theory in mobile media and communication in ...
Jan 1, 2013 · As of 2011, more than 75 percent of mobile subscriptions worldwide are based in developing countries (International Telecommunication Union, ...
[21]
The Rules of Beeping: Exchanging Messages Via Intentional ...
Dec 17, 2007 · This article explores the practice of “beeping” or “missed calling” between mobile phone users, or calling a number and hanging up before the mobile's owner ...<|separator|>
[22]
[PDF] Telecommunications Challenges in Developing Countries
For the avoidance of doubt, callers could, however, also be notified by means of a message. □ Cost-reduction practices such as “beeping” (where the caller ...
[23]
The missed call culture | undefined News - Times of India
Aug 28, 2007 · Missed calls (TOI Photo)his is a trend intrinsic to the way Delhi works and talks. Nobody spends money on making a call when the job can be done by a 'missed' ...
[24]
Indians, famous for missed calls! - The Economic Times
Mar 16, 2006 · Around 20-25 per cent of Indians are ingeneously using 'Missed calls' for signalling and saving money.<|control11|><|separator|>
[25]
Go read this feature on how India's digital revolution started with ...
Apr 6, 2021 · As Bhattarai writes, using missed calls to communicate came about because of the high cost of cellphone data and limited access to high-speed ...Missing: Africa | Show results with:Africa
[26]
What is Missed Call Marketing & How Does it Work? (+ Benefits ...
Rating 4.3 (81) Nov 20, 2019 · For instance, you can post online ads or billboards inviting prospects to give you a missed call if they're interested. You can then call them ...
[27]
Missed Call Marketing: Top 6 Use Cases - Acefone
Dec 24, 2024 · Use case #1: User Registration · Use case #2: User Verification · Use case #3: Call Back Service · Use case #4: Review & Feedback · Use case #5: ...Missing: examples successful
[28]
What Is Missed Call Marketing? How Does It Work? - Fonada
Sep 6, 2022 · Entertainment industries use missed call marketing campaigns for several purposes, such as polling, scheduling reminders, casting their vote for ...<|separator|>
[29]
Hindustan Unilever: Kan Khajura Tesan - MMA Global
When a user made the missed call to the toll-free KKT number, his or her phone immediately received a free call back offering access to the entertainment stream ...
[30]
Hindustan Unilever Active Wheel: Rural missed call campaign - WARC
This case study describes a campaign by Active Wheel, a laundry detergent brand owned by Hindustan Unilever, which used mobile to access rural consumers in ...
[31]
What is Missed Call Marketing & How Does it Work? - Acefone
Jun 20, 2025 · Missed call marketing tool helps to generate quality leads, conduct market research surveys, carry out opinion polls, run customer-engagement campaigns.
[32]
BJP launches unique missed call campaign ahead of 2024 Lok ...
May 31, 2023 · The Bharatiya Janata Party (BJP) has launched a unique 'missed call' campaign with a special number: 9090902024. This initiative aims to expand the party's ...
[33]
Congress Turns 'Vote Chori' Allegation Into Campaign Ahead Of ...
Aug 10, 2025 · The Congress launched its "Vote Chori" (vote theft) campaign today, demanding transparency from the Election Commission in maintaining voter ...
[34]
Congress 'Vote Chori' campaign: Is the missed call number ending ...
Aug 11, 2025 · Congress's 'Vote Chori' portal, noted for its '420' phone detail by activist Anivar Aravind, ties voter fraud allegations to Bihar's ...
[35]
How the youth in Zambia use mundane technology to circumvent ...
Missed call coordination. The findings suggest that youth activists pre-arrange specific signals using missed calls to convey different messages without the ...
[36]
'No Unga Tax' victory shows power of local social movements, new ...
Jun 14, 2014 · Locally, people use the flashing or beeping sound for missed calls to coordinate events. “What Crowdring brought was the local element. You ...
[37]
Bangladesh: Missed Call – A Tool For Protest? - Global Voices
Jan 25, 2013 · An intentional missed call is a widely used method in developing countries to save money or mobile minutes. In Bangladesh this is being ...
[38]
[PDF] with grassroots human rights advocates - ResearchGate
A missed call (beeping) is practically an accepted form of communication in Uganda, especially when a pre-arranged activity/event happens. For example, I'll ...<|separator|>
[39]
'No Unga Tax' victory shows power of local social movements, new ...
The Rules has developed Crowdring, a missed call platform. Missed calls are intentionally dropped phone calls that are logged by the recipient, but neither the ...
[40]
Wangiri Scam: Missed Call from Unknown or International Number?
Wangiri, or 'one ring and cut', is a scam where a missed call from an unknown number prompts a callback to a premium-rate number, incurring high charges.
[41]
Wangiri Fraud: What Is It – How Does It Work? - SEON
“Wangiri” is a Japanese word that means “one ring and drop”. The wangiri scam is sometimes referred to as a “missed call scam”. It involves fraudsters calling ...
[42]
Unexpected missed calls from overseas numbers - Scamwatch
Feb 26, 2018 · Recent media reports have been warning consumers about overseas missed call (or 'Wangiri') scams.
[43]
One-Ring Call Scams | AT&T Cyber Aware
These scams are also known as “Wangiri ... If you return to your phone and have a missed call from an unknown number, resist the urge to call it back.
[44]
How to identify and report Wangiri fraud | Vodafone UK
Wangiri fraud involves missed calls from unrecognized international numbers. Do not return calls; text CALL to 7726 to report. Refunds are given for accidental ...
[45]
Missed Call Marketing- A New Age Marketing Technique - Acefone
Aug 27, 2025 · Businesses can simply release their telephone number among the customers and ask them to give missed call for any promotional or other purposes.
[46]
Bulk SMS Marketing India Guide – Missed Call Strategy 2025
Sep 20, 2025 · Learn how bulk SMS marketing, combined with missed call services, drives customer engagement in India. Discover strategies, pricing, and ...
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WhatsApp Missed Call Scam — The Call You Should Never Return
Aug 13, 2025 · The WhatsApp Missed Call Scam is a social engineering + tech manipulation fraud. Here's how it usually works: You receive a missed WhatsApp call ...Missing: spam | Show results with:spam
[48]
1006.14 Harassing, oppressive, or abusive conduct.
Official interpretation of 14(b) Repeated or continuous telephone calls or telephone conversations. 1. Placing telephone calls repeatedly or continuously.
[49]
When and how often can a debt collector call me on the phone?
Dec 10, 2024 · There are laws to prohibit debt collectors from placing repeated or continuous telephone calls to annoy, abuse, or harass you or others who ...
[50]
Annoying Phone Calls - San Diego Domestic Violence Attorney
This type of harassment is illegal in California. Under Cal. Penal Code § 653m, if someone repeatedly calls you or makes obscene or threatening remarks in a ...
[51]
Stop Unwanted Robocalls and Texts
Mar 3, 2025 · File a complaint with the FCC if you believe you have received an illegal call or text, or if you think you're the victim of a spoofing scam.
[52]
The Impact of Mobile Technology on Low‐Income Communities in ...
May 1, 2012 · This article attempts to study the impact of mobile technology, as represented by mobile phones, on low income communities, as represented ...
[53]
Activism Cannily Enabled By Millions Of (Free) Missed Calls
Dec 3, 2013 · They've developed a system, called Crowdring, that makes missed call campaigns easier to implement, and they're showing the technique has great ...<|control11|><|separator|>
[54]
Converting Leads with Strategic Missed Call Marketing Campaigns
Dec 12, 2023 · Case Studies and Success Stories Highlighting successful missed call marketing campaigns can illustrate its effectiveness. For instance, a ...
[55]
Reliance Jio warns users about premium rate call scam: How to stay ...
Jan 8, 2025 · Missed Calls from International Numbers: Scammers make short calls that disconnect before being answered, leaving a missed call notification.
[56]
Beware of international missed call scam, Reliance Jio issues warning
Jan 9, 2025 · The scam starts with a missed call from an international number. These numbers have country codes other than +91 (India's country code). The ...Missing: spam | Show results with:spam
[57]
Scammers cannot obtain personal or bank details through the 'One ...
Dec 5, 2023 · The 'One-Ring' phone scam, also known as the “Wangiri” scam, is a deceptive tactic used by scammers to trick individuals into making expensive ...<|separator|>
[58]
Fraudsters feed on fears of victims, while many give unknown calls a ...
Jan 5, 2025 · Community platform LocalCircles conducted a survey which indicated that over 60% Indians receive three or more "pesky" or scam calls daily.
[59]
Indians famous for missed calls! | Latest News India - Hindustan Times
Mar 16, 2006 · The call rates are already low but most users want to make it lower by resorting to missed calls," says V Kumar, a cellphone user, who on an ...Missing: criticisms | Show results with:criticisms
[60]
Flash Calls & Flash Call Fraud: What Telecom Operators Need to ...
Sep 15, 2025 · The rising number of short-duration calls increases signaling load and can strain network infrastructure. To cope, operators may need to invest ...
[61]
Do Mobile network companies incur losses on missed calls? - Quora
Feb 11, 2016 · Yes, they do charge when u give a missed call from India number to an ISD number. Unfortunately this happened to my spouse mobile bill when I ...Will telecom operators charge for missed calls one day? - QuoraWhy don't missed calls cost something? - QuoraMore results from www.quora.com
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Why Don't Indians Leave Voicemails? – The Examined Life - Ravikiran
Apr 27, 2009 · I personally believe that using the voice mail thing is a cultural issue. Indians, do not believe in stuff like “urgency”, “returning calls” or ...Missing: criticisms | Show results with:criticisms
[63]
Missed call to free call: The 25-year journey of India's telecom industry
Jul 24, 2020 · On July 31, 1995, mobile telephony began in India at Rs 16.80 a minute peak tariff. Now, most local voice calls are free, a market which has ...
[64]
The Use of Missed Calls at the Bottom of the Pyramid by Nirmali ...
Mar 24, 2010 · Abstract. 'Missed calling' is an innovative way of communicating, growing in use among the 3 billion mobile users that exist today.Missing: global prevalence world
[65]
Online apps slash telecoms revenue: 80% decline in voice calls, 94 ...
Jul 9, 2023 · Telecom operators' revenue share from voice calls has declined by about 80 per cent and by 94 per cent from SMS in the last 10 years as the ...<|separator|>