Maltacom has introduced a telephone answering machine called `service`. Seeing adverts of this new service in the local media, one is given the impression that it is free.

However, although it may be useful for some very few people who may have always wanted to buy an answering machine but could not afford one, it is a source of revenue to the company.

When Maltacom introduced Caller Identification (or caller ID as it is called), the default of this service was OFF. To activate the service, subscribers had to call Maltacom on a telephone number (which was not a free phone number if I remember correctly) and ask for activation after giving lots of details including the person`s identity card number.

At that time I phoned Maltacom`s caller ID brand manager and enquired why there had to be such an inconvenience. I asked why the caller ID service was not defaulted ON and subscribers given the facility to put it off if they wanted to. That way, I had reasoned, most subscribers would have caller ID on, as most either would not bother to put it off or did not know how.

At that time however, it was explained to me that the equipment that Maltacom had bought for caller ID could take a certain number of people (less than the number of subscribers). It was reasoned by Maltacom that since having caller ID incurred an added cost in the sense that equipment at home needed to be changed or a caller ID module bought, some subscribers would not be interested in this service. Therefore, it was cost benefiting for Maltacom not to buy large equipment that can take all subscribers but to have control as to the number of subscribers actually using caller ID and be able to add to their equipment if necessary. That in fact made sense especially since the caller ID service was being given for free.

With this new telephone answering `service` things have been done the opposite way. Maltacom is advertising it as an added service when in fact I can see it as an invasion of privacy and a source of frustration and expense for most people. Of course not so for Maltacom! The way the company introduced the service, it is making sure that a subscriber will pay the cost of a local call every time one calls a local number irrespective of whether or not the caller has actually found the subscriber at home.

I compare the way Maltacom introduced the service to someone breaking into our homes and without our knowledge or consent, install a telephone answering machine in our phones, and switching it on. Should the company be allowed to get away with this?

Maltacom should immediately deactivate the answering machine service in every subscribers` home and/or office. The service should be defaulted to OFF. Then, if Maltacom finds the service as still being feasible, it should advertise it and show subscribers how to activate it if they want to.

In the absence of Maltacom`s deactivation of the service on their own free will, the authorities should take immediate steps to ensure Maltacom behaves in a correct manner. The telecommunications regulator should step in to protect us.

Whoever has done the marketing for Maltacom about this must have done their homework well. The facts are that most people would not bother to deactivate the service, to the frustration of all those who try to call that person, and to the delight of Maltacom which would see more money in its coffers. But what Maltacom seems to have forgotten is the fact that they cannot get away with everything they do. At least I hope not.

I have nothing against Maltacom. Indeed, the company should be given praise where it is due. Over the years Maltacom has increased its efficiency in dealing with new telephone subscribers and in dealing with faults as well as in the introduction of new services like caller ID and ADSL (although broadband leaves much to be desired).

Moving away from standard telephony and introducing new companies like Datastream, Go Mobile and others is a move in the right direction for both the company and the people.

Some days have now passed since the introduction of this `service`. I have not seen anyone protest against it or the authorities take any stand. I hope that this will make them aware of the situation.

It is high time someone takes a stand in favour of the consumer and ensures that companies act in a fair way.