The “Call Center Law” in Brazil refers to regulations governing customer service, particularly those established by the Brazilian Consumer Protection Code and federal SAC (Customer Service) decrees.
The legislation has changed significantly over the years. Decree No. 11.034/2022 replaced the original Decree No. 6.523/2008, and the latest update, Decree No. 13.135/2026, takes effect on November 2, 2026.
These regulations aim to ensure quality customer service and protect consumer rights, particularly in federally regulated sectors and certain financial services. Not all call centers are subject to the same requirements.
In this BrazilDesk article, we’re going to cover all you need to know about the current call center regulations in Brazil, including the latest changes for 2027.
Key Points of the Call Center Law
Availability and Free Service
Customer service must be free for consumers. Under the new SAC decree, at least one electronic communication channel must operate 24/7, while human assistance must be available from 8 AM to 8 PM, seven days a week. Telephone support is also mandatory, with specific requirements for urgent requests and possible sector-specific exceptions.
Humanized Service
Customer service should be provided by trained personnel. Automated systems, including chatbots and artificial intelligence, are allowed, but consumers must have the option to speak with a human representative during the required service hours.
Waiting Time
Under Decree No. 13.135/2026, at least 80% of telephone requests for human assistance must be answered within 20 seconds, while the remaining requests have a maximum waiting time of 5 minutes. Different waiting-time rules may apply when established by the relevant regulatory agency.
Problem Resolution
Urgent requests must receive immediate attention. Non-urgent consumer requests must receive a response within 7 calendar days. In cases involving unauthorized services or improper charges, companies must take immediate action to suspend the service or charge, completing the suspension within 48 hours.
Call Recording
Recordings of telephone calls and the content of voice or text messages exchanged through SAC channels must be retained for at least 90 days. Consumers must also have free access to their service history, which must remain available for at least 6 months after the resolution of each request.
Service Cancellation
Cancellation requests must generally be processed immediately, with immediate effect, except when justified technical processing is necessary. Consumers must be able to request cancellation through the same channels available for contracting, without unnecessary transfers between departments or channels.
Quality of Service
Companies must ensure courteous and efficient service, and representatives must provide clear and accurate information. The new regulations also require companies to maintain continuity of service without forcing consumers to restart their requests or repeat information unnecessarily.
Information Disclosure
Information about products, services, and customer support channels should be clear, complete, and easily accessible. Companies must also inform consumers about estimated waiting times when they request human assistance.
Penalties for Non-Compliance
Waiting Time
Failing to comply with the applicable waiting-time requirements can result in regulatory investigations, fines, and administrative sanctions.
Service Availability
Failing to provide the required electronic and human customer service channels can lead to penalties, according to the applicable regulations.
Resolution of Requests
Failing to respond to consumer requests within the stipulated deadlines can result in complaints, regulatory sanctions, and legal action.
Immediate Cancellation
Unjustified delays or obstacles to service cancellation may lead to consumer complaints, administrative penalties, and potential civil liability.
Call Recording and History
Failing to retain required service records or denying consumers access to their history can result in regulatory sanctions.
Clarity and Transparency
Providing incomplete or misleading information can lead to sanctions and loss of company credibility.
Under the new decree, the National Consumer Secretariat (Senacon) is responsible for supervising compliance and imposing applicable sanctions, without excluding the authority of consumer protection agencies and sector-specific regulators.
New Call Center Regulations (Decree No. 13.135/2026)
The new regulations, effective November 2, 2026, introduce significant changes to customer service, adapting to technological advancements, digitalization, and the increasing use of artificial intelligence.
The decree replaces Decree No. 11.034/2022 and establishes updated requirements for suppliers covered by its provisions, including eligible federally regulated businesses and certain digital financial service providers.
Multi-channel Service
Customer service can be provided through telephone and electronic communication channels, including live chat, messaging applications such as WhatsApp, and other interactive digital platforms. However, companies must maintain a telephone service channel and at least one electronic communication channel operating 24/7.
Humanized and Automated Service
Automated service, including bots and AI, is allowed for handling and resolving customer requests, provided consumers have the option to communicate with a human representative during mandatory service hours.
Waiting Time and Resolution
The new regulations introduce a 20-second waiting-time target for at least 80% of telephone requests for human assistance, with a maximum of 5 minutes for the remaining requests, except where specific sector regulations apply. Non-urgent requests must receive a response within 7 calendar days.
Automated Menus and Interrupted Calls
Electronic and telephone customer service systems cannot require consumers to navigate more than five levels of assistance. If a telephone conversation with a human representative is accidentally disconnected, the company must return the call within 5 minutes, considering the information already provided.
Call Recording and Tracking
Companies must retain telephone recordings and the content of customer service messages for at least 90 days, while maintaining service histories for at least 6 months after the resolution of each request. Consumers must be able to track their requests through a protocol or equivalent electronic system.
Privacy and Data Protection
With the General Data Protection Law (LGPD) in force, companies must protect consumers’ personal data and ensure that customer service systems comply with applicable privacy and data security requirements.
Accessibility
Customer service must be inclusive and accessible to people with disabilities, with appropriate communication channels and resources. Elderly consumers must also receive priority treatment according to applicable legislation.
Additional Anatel Regulations for Telecommunications Companies
In addition to the federal SAC decree, telecommunications companies must comply with the General Regulation on Consumer Rights in Telecommunications Services (RGC), approved by Anatel Resolution No. 765/2023, which entered into force in September 2025.
This regulation establishes specific customer service requirements for telecommunications providers, including telephone, internet, and other regulated communication services.
For example, Anatel introduced a gradual improvement in telephone waiting-time standards:
September 2025
At least 75% of applicable customer service requests answered within 60 seconds.
June 2026
At least 80% answered within 60 seconds.
February 2027
At least 90% answered within 60 seconds.
These standards are specific to the telecommunications sector and should not be confused with the general waiting-time requirements established by the new SAC decree.
Impacts and Obligations for Companies
Technological Adaptation
Companies need to invest in technologies supporting multi-channel service and integration of different communication means. The new rules also require attention to automated menus, waiting-time monitoring, call-back procedures, and the availability of human assistance.
Staff Training
Continuous training for representatives on new technologies, humanized service standards, and consumer rights is essential to ensure compliance and maintain service quality.
LGPD Compliance
Companies must review and update their privacy and data security policies to ensure compliance with the LGPD, especially when handling recorded calls, customer information, and AI-assisted interactions.
Monitoring and Evaluation
Implementation of systems for monitoring and evaluating service performance, focusing on effective resolution of requests, regulatory waiting-time limits, and customer satisfaction.
Call Center Law in Brazil: What to Expect in 2027
The Brazilian government has been working to improve human customer service and reduce excessive dependence on automated systems.
One of the earlier proposals discussed by the National Consumer Secretariat (Senacon) involved increasing human assistance in call centers. Although a potential 70% increase was discussed, this specific target was not included in the new SAC decree.
Instead, Decree No. 13.135/2026 establishes mandatory human customer service hours, waiting-time requirements, and clearer rules for companies using artificial intelligence and automated systems.
The decree was published on October 13, 2026, and takes effect on November 2, 2026, replacing the previous regulation introduced in 2022.
For 2027, companies operating customer service centers in Brazil should pay particular attention to these requirements and any additional rules issued by their respective regulatory agencies.
The updated telecommunications waiting-time standard scheduled for February 2027 is another important development for companies operating in this sector.
As automation and artificial intelligence continue to transform the customer service industry, Brazilian regulations are moving toward a model that allows technological innovation while preserving consumers’ access to human support.
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