Why freshness matters
- People remember signing up recently, so calls feel expected.
- Numbers are more likely to still be live.
- TPS status changes over time — re-screen after 28 days.
Check the opt-in date
Every DataMembership record has the time and date the person opted in, so you can sort by freshness and call the newest first.
Stay fresh automatically
A live data feed sends newly opted-in people to your login every day, so your floor always has recent records.
Questions
How old is too old?
There is no single cut-off, but contact rates generally fall as data ages — and anything you call after 28 days must be TPS-screened again.
This guide is general information, not legal advice. For the full rules see the Information Commissioner's Office (ico.org.uk). Last updated October 2026.
