Eighty per cent of calls answered within 20 seconds. Human support guaranteed from 8 a.m. to 8 p.m. daily. Brazil has just rewritten the rules of engagement for every tech platform, ride-hailing app, and financial institution operating inside its borders.
The Brazilian government finalized a sweeping overhaul of customer-service regulations on 9 October 2026. Published in the Federal Official Gazette on 13 October 2026, the decree replaces an earlier 2022 framework. It takes effect 20 days after its release, according to Bakermckenzie.
Enforce 20-Second Call Response, Human Support Required
Under the new framework, digital intermediaries, financial institutions, and transportation apps must guarantee human assistance between 8 a.m. and 8 p.m. daily. Telephone services face concrete parameters: 80% of calls must be answered within 20 seconds, with all other calls receiving a return call within 300 seconds, as reported by Uanworld.
Providers must maintain continuous availability of human agents during specified hours, even when artificial intelligence systems are deployed. For non-urgent cases, responses must arrive within seven days, while disputed charges must be suspended within 48 hours, according to Uanworld.
Limit Automated Menus, Ensure Service Cancellation Access
Automated menus are now capped at five levels. Consumers must be able to cancel service at any stage.
The rule bars companies from forcing customers to repeat complaints already recorded. It also requires immediate access to human assistance at every menu level.
Platforms Report Metrics to SENACON for Oversight
Digital platforms and ride-hailing services must report customer-service metrics to the National Consumer Secretariat (SENACON). These include complaint resolution rates, consumer satisfaction levels, and the number of disputes escalated to regulatory bodies.
The decree targets digital financial services—such as payment platforms and credit providers—supervised by Brazil’s Central Bank. These platforms must submit detailed service policies to SENACON.
The regulation aims to address concerns that digital markets often shift the cost of service failures onto consumers’ time, data, and money, as noted by Uanworld.
Update Procedures, Meet Accessibility Standards
Companies must review internal procedures to comply. This includes updating privacy policies to address service history retention and call recording requirements.
The decree emphasizes accessibility, requiring priority service for older customers and ensuring that digital interactions remain transparent and equitable. Bakermckenzie highlights that enforcement will depend on staffing levels, sanctions, and the availability of accessible service channels.
The decree sets enforceable time limits. African regulators facing rapid platform and fintech growth may study Brazil’s approach without adopting it as a direct model, according to Uanworld.