Israel's accessibility regulations don't stop at a business's physical entrance or its website - they also apply to the way a business answers customers on the phone. One of the lesser-known but highly important regulations for businesses with a computerized voice response system is Regulation 33, which deals specifically with call-routing systems.

What it actually means

When a business provides customers with information or service through a recorded message within a computerized call-routing system - for example, a voice menu where you press "1" for sales, "2" for service, and so on - the regulation states that this response must also be accessible to people with disabilities. Not everyone can navigate a fast-paced voice menu with the same ease, especially one that's cluttered with background music or phrased in complicated language.

What's required to meet the standard

Broadly speaking, there are two ways to provide an accessible response: making sure the recorded message itself is accessible, or allowing a quick transfer to a live representative.

  • A recorded voice menu in simple, clear language, without complicated phrasing.
  • A speaking pace slow enough for everyone to follow the options and choose the one that suits them.
  • No background music that makes the message harder to understand, especially for people with hearing difficulties.
  • An option to transfer immediately to a live representative, by default, for anyone who has trouble with the voice menu or doesn't press any option within a reasonable amount of time.

Why it's worth attention, beyond the legal requirement

Beyond the regulatory obligation, this is a real opportunity to improve the service experience for all customers, not just those with disabilities. A short, clear voice menu that's pleasant to listen to, with a fast route to a live representative when needed, simply works better for everyone - and reduces both complaints and unnecessary load on staff.

Businesses that neglect this issue expose themselves to complaints, and sometimes to friction with regulatory authorities, on top of harming the service experience itself.