IM, where a recorded message is played identifying the caller to the recipient, is a legal requirement in the US and Canada. At present in the UK, the Direct Marketing Association (DMA) is consulting with its members over whether to make IM part of its Code of Practice.
"In Canada and the US, the IM is required along with a responsible rate of abandoned calls," said Marcus Robinson, managing director at call centre technology provider Amcat. "This has almost eliminated the silent call problem."
Amcat is introducing a training programme to educate users of its technology about the benefits of using IM. The move has been welcomed by the industry, but experts warn that IM must be mandatory if it is to have a substantial effect.
"IM won't stop silent calls, but it will alleviate people's fears over the issue," says Richard Webster, founder of lobby group The Telemarketing Association.
John Price, founder of B2B telemarketing company Price Direct, says that IM is only one way to tackle the issue.
"Many people think of IM as a magic solution," he said. "Some people will still be irritated with a recorded message."
Danny Singer, managing director of customer management software provider Noetica, said that companies also need to consider the cost of implementing IM.
"Not all companies will have the ability to install IM, and will need to invest money for areas such as additional telephone lines and features," he said. "But the investment will be worth it and IM will go some way to improve the industry's image."
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