Why Calling Has Become a Bigger Decision in Brazil

Brazilians are making fewer traditional mobile calls than at any point on record. Data from telecom regulator Anatel shows that in 2026, the average user spent only 19 minutes per month on conventional mobile calls. That is the lowest level in the historical series and an 80% drop compared with ten years earlier.

The shift is not because people have stopped talking. Voice traffic has moved to applications such as WhatsApp, Facebook, Telegram and Signal, which now account for an estimated 55% of all voice communication traffic in the country. Calling has become a choice rather than the default way to reach someone.

Because a phone call is now rarer, etiquette specialist Claudia Matarazzo argues that the rules around it have become stricter. Unscheduled calls, the length of voice notes, the time of day and how many times someone tries to call all carry more weight than they used to.

What WhatsApp, Voice Notes and Generational Habits Changed

Matarazzo's advice reflects a structural change in how people communicate. A conventional call now competes for attention instead of being the expected form of contact, so the same action can feel different depending on context, age and profession.

Why an Unscheduled Call Now Feels Intrusive

The fall in traditional calling means an unexpected ring can signal urgency or carelessness. Matarazzo suggests avoiding unscheduled work calls except in genuinely urgent cases, and even then starting with a request such as “Can you talk?” and waiting for the other person to respond. For professional matters, she draws a practical boundary at 18:00; after that, people are often tired or preparing to leave work.

Voice Notes Are a Middle Ground, Not a Free-Form Replacement

Voice messages allow tone and detail without forcing a live conversation, but they can become a burden when they are long or hard to search. Matarazzo recommends keeping a first voice note to no more than one minute. For work, she says it is essential to send a short caption describing the topic before the audio, so the recipient can find and prioritise it.

A Generational Split in Comfort With Live Calls

Younger users often find live phone calls and face-to-face conversation harder than written or recorded messages. Matarazzo does not treat a romantic phone call as equivalent to a marriage proposal, as some young people joke, but she does see it as a sign that someone wants to speak in real time. Her main caveat is not to call insistently.

Claudia Matarazzo's Practical Rules for Calling Without Annoying Anyone

Matarazzo's guidance translates into a practical checklist for personal and work communication:

  • Reserve unscheduled calls for genuine emergencies, especially health-related ones; otherwise send a message or voice note first.
  • For professional matters, avoid calling after 18:00. If the subject can wait, leave it for the next day.
  • Before launching into a subject, ask “Can you talk?” and wait for the answer.
  • Keep a first voice note to one minute or less. For work-related audio, add a short text caption showing the topic.
  • For delicate matters or requests that require negotiation, arrange to speak in person rather than relying on repeated messages or calls.
  • If someone does not answer, do not keep insisting. Follow up later with a brief message such as “I called. Can we talk when you're free?”