The Telephone Consumer Protection Act (TCPA) shows up in almost every conversation about pay-per-call traffic, but a lot of publishers only encounter it secondhand — through a compliance form buried in onboarding.
The short version: before a consumer is contacted or connects to an advertiser, there needs to be clear, verifiable consent that ties back to the specific campaign and disclosure they saw.
That means your landing page copy, your consent checkbox language, and your call flow all need to line up with what the advertiser actually offers. A mismatch between what a visitor agreed to and what they got is exactly what creates liability.
Good networks handle a lot of this enforcement automatically — scrubbing against do-not-call lists, timestamping consent, and attaching it to the call record. But automation doesn't replace understanding the basics, especially if you're building your own landing pages or call flows.
If you remember one thing: consent has to be specific, informed, and provable. Everything else follows from that.