No Phone Number Needed To Check Insurance Prices? IRDAI Proposes New Rule To Stop ‘Dark Patterns’

Last Updated:September 24, 2026, 12:43 IST

The Insurance Regulatory and Development Authority of India (IRDAI) proposes change as part of wider consultation paper titled ‘Recalibrating Economics of Insurance Distribution’.

IRDAI said customers should be able to access product features, pricing and quality information in a standard and easy-to-understand format without providing personal details.

Checking the price of an insurance policy online could soon become easier for customers, with the insurance regulator proposing that insurers and insurance distributors should provide product features, pricing and quality-related information without asking customers to submit personal details first.

The Insurance Regulatory and Development Authority of India (IRDAI) has proposed the change as part of a wider consultation paper titled ‘Recalibrating Economics of Insurance Distribution’. The paper seeks to make insurance distribution more transparent and customer-centric.

No Phone Number Or Other Personal Details Just To See Prices?

One of the most consumer-friendly proposals in the paper concerns how insurance websites display information. IRDAI said customers should be able to access product features, pricing and quality information in a standard and easy-to-understand format without providing personal details.

This could mean that under the proposed framework, a person browsing for health, life or other insurance products would not necessarily have to enter details such as their mobile number or other personal information merely to find out the available policy options and prices.

The regulator has specifically flagged the current practice of asking customers for personal details before allowing them to access product features and pricing.

“That is one of the ‘dark patterns’ often seen on the websites of most insurers and distributors. That is also against the guidelines issued by the Central Consumer Protection Authority under the Consumer Protection Act, 2019,” Irdai said, as it proposed to prohibit ‘dark patterns’ under the insurance regulations.

IRDAI Calls It A ‘Dark Pattern’

IRDAI has described this practice as an example of a ‘dark pattern’. Dark patterns refer to website or app designs that are intended to influence, mislead or trick users into taking an action they may not otherwise have chosen.

According to the consultation paper, requiring customers to submit personal information before allowing them to see product features and pricing is one such practice seen on the websites of insurers and distributors. IRDAI has proposed prohibiting such practices under insurance regulations.

For consumers, the practical significance is straightforward: you could get a clearer idea of how much an insurance policy costs before handing over your contact details to an insurer or insurance platform.

Why Is This Important For Insurance Buyers?

Currently, consumers searching for insurance online can encounter forms asking for details before they can proceed with their enquiry. For someone who is simply comparing policies, premiums or features, this can mean sharing contact information even before deciding whether they are interested in a particular product.

The proposed framework seeks to separate these two steps — first allowing consumers to access basic product and pricing information, and then collecting personal information when it is actually required for the next stage of the insurance-buying process.

This could also make it easier for consumers to compare products from different insurers without immediately becoming part of a sales or lead-generation process.

But This Is Not A Rule Yet

It is important to note that the proposal has not become a final regulation. IRDAI has issued the consultation paper and invited comments from stakeholders until October 25. The final rules may therefore differ from the proposals currently under consideration. The proposal on dark patterns is only one part of the wider consultation.

IRDAI Also Wants Changes In Insurance Commissions

The regulator has proposed a broader overhaul of insurance distribution, covering distribution structures, expenses, commissions, market conduct, transparency and digital infrastructure.

IRDAI has proposed three broad categories of distribution entities — Insurance Distribution Entities (IDEs), Insurance Distribution Persons (IDPs) and Market Infrastructure Institutions (MIIs).

It has also proposed recalibrating the Expense of Management (EoM) framework and changing the way commission limits are structured.

The regulator said the overall objective is to create a customer-centric, competitive, efficient and transparent insurance distribution ecosystem while improving outcomes for policyholders, insurers and distributors.

What Could Change For Consumers?

If the proposal is eventually implemented, an insurance shopper could see some important changes while browsing policies online:

• Product features could be available without submitting personal details
• Insurance prices could be displayed without first asking for contact information
• Policy quality and other relevant information would have to be presented in a standard, easy-to-understand manner
• Customers could have greater transparency while comparing insurance products
• Certain website practices designed to push customers into sharing information could be prohibited

For now, these remain proposals, and consumers will have to wait for IRDAI’s final decision after the consultation process.

Quick Answers

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What new rule has the IRDAI proposed regarding checking insurance prices online?

The IRDAI has proposed that insurers and insurance distributors must provide product features, pricing, and quality-related information without requiring customers to submit personal details first. This initiative aims to eliminate deceptive digital practices known as dark patterns that force users to share contact data just to view quotes.

What is the deadline for stakeholders to submit comments on the IRDAI consultation paper?

The IRDAI has invited comments and feedback from stakeholders regarding the consultation paper until October 25. Because the initiative is currently a proposal and not a final regulation, rules may change following this review period.

What other major changes are included in the IRDAI’s distribution reforms consultation paper?

Alongside proposals to ban dark patterns, the IRDAI has suggested a broad overhaul of insurance distribution structures, expenses, and commission limits. It has also proposed ending the compulsory bundling of insurance products by banks and non-banking financial companies with loans, as well as increasing accountability for sales agents with a history of mis-selling.

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