Updated April 25, 2026, 2:46 p.m. | By Kubobonke Luthuli
Over a week ago, more than 20 suspects were arrested after police uncovered what they said was a fake call centre operating as a timeshare business in Umhlanga.
Outbound telesales play a legitimate and important role in South Africa’s economy when done correctly.
This is what a financial service company is stressing after a raid at a Durban property that was allegedly being used to scam people.
Over a week ago, more than 20 suspects were arrested after police uncovered what they said was a fake call centre operating as a timeshare business in Umhlanga.
Telesales expert Menelisi Cele says the incident highlights the darker side of the industry.
Fake call centre bust exposes risks of scam operations in Durban
Cele, who is with The Unlimited, says the actions of a small group who exploit trust and cause harm continue to weaken confidence across the sector.
He says telesales connect customers to products and cover areas they might not access, especially in underserved communities, while also creating employment.
How consumers can identify legitimate telesales calls and avoid scams
He explains some of the ways to distinguish legitimate calls from potential scams.
“[There are] clear identifications. When somebody calls you, they need to tell you who they are, where they’re from, and who they represent, so that you know exactly who you’re talking to at the time.
“You must not feel rushed. So, if somebody says, ‘Hey, you click this, you’re going to win something’, or your account is under attack, if anything is feeling rushed in the call, that’s a big red flag.”
Cele says regulators need to strengthen enforcement and public awareness.
“Telesales is actually a highly regulated market. Not everyone can just come and do whatever they want. There’s [the Financial Sector Conduct Authority] (FSCA) who’s always on our watch, who’s making sure that we’re doing the right thing, that we are protecting customers’ information.
“Any legitimate business will protect your information, will make sure you’re safe, and will not do anything that will compromise the customer.”
