If part of your job is reaching new Dutch clients by phone, two questions matter: are you allowed to, and should you do it in English? The Dutch rules on cold-calling are stricter than many expats realise, and the language choice can decide whether you get past the first ten seconds. Here is the honest guide.
The legal side: B2B yes, consumers no
Dutch telemarketing law changed sharply. As Business.gov.nl sets out the telesales rules and the Autoriteit Persoonsgegevens explains telemarketing, the old opt-out bel-me-niet register ended in 2021 and was replaced by an opt-in system for consumers and very small businesses, you may only call them with prior consent or an existing relationship. Legal entities (BV, NV, foundations) are not protected, so B2B cold-calling is allowed. And as the rules confirm, from 1 July 2026 even the soft opt-in ends.
| Who you call | Allowed without consent? |
|---|---|
| A large company (BV, NV) | Yes (B2B) |
| A consumer / private person | No, needs opt-in consent |
| A sole trader (eenmanszaak) | Treated like a consumer, needs consent |
| Existing customer | Yes, within the relationship |
Permitted call times: working days 9:00-22:00, Saturdays 10:00-16:00, never Sundays or public holidays.
English or Dutch? Lead Dutch, switch fast
You can cold-call in English, Dutch professionals speak it superbly. But opening in Dutch gets you past the gatekeeper (receptionist or assistant) far more often, because it signals respect and seriousness. The winning move: greet in Dutch, ask “spreekt u Engels?”, and switch if welcomed.
Goedemiddag, u spreekt met [naam] van [bedrijf]. Spreekt u Engels, of zal ik het in het Nederlands proberen? (Good afternoon, this is [name] from [company]. Do you speak English, or shall I try in Dutch?)
If you reach voicemail, leave it just as direct: name, company, the one concrete reason you called, and a number, then follow up by email. A rambling English voicemail rarely gets a call back; a crisp Dutch-then-English one shows you respect their time.
Be direct: it is a feature, not rudeness
Dutch business culture prizes directness and efficiency, so skip the long American-style warm-up and state your reason in a sentence. This is the same plain-spoken register as a direct LinkedIn pitch to recruiters, a Slack message that does not sound like Google Translate, and the consensus-and-candour style of leading a hybrid Dutch meeting. Get to the point, offer value, and respect a quick “no”, Dutch professionals will respect you back. Related phone-contact rules also govern things like a debt-collector calling you.
The bottom line
You may cold-call Dutch businesses (B2B) on working days within set hours, but not consumers or sole traders without opt-in consent, and the rules tighten further from July 2026. Lead in Dutch, ask “spreekt u Engels?”, and be direct: a respectful Dutch opener plus a one-sentence reason beats a polished English ramble for getting past the gatekeeper and earning a real conversation.
Learn it in five minutes a day
Learn Dutch For Expats is an app, available on the App Store, that teaches direct, professional phone Dutch by real situation, opening a call, getting past the gatekeeper, and making a brief pitch, in five-minute lessons, so you can place a credible Dutch business call instead of defaulting nervously to English.
Frequently asked questions
Can you cold-call businesses in the Netherlands?
Yes, for B2B. Dutch law protects consumers and very small businesses (which now need prior opt-in consent since the bel-me-niet register ended in 2021), but legal entities like BVs, NVs, and foundations are not protected, so you may cold-call them without prior consent. Calls are allowed on working days 9:00-22:00 and Saturdays 10:00-16:00, never Sundays or holidays.
Should you cold-call Dutch clients in English or Dutch?
English usually works, since Dutch professionals speak it well, but opening in Dutch signals respect and gets you past the gatekeeper more often. A good approach: greet in Dutch, ask “spreekt u Engels?”, and switch if welcomed. Whatever the language, be direct and brief, Dutch business culture rewards getting straight to the point over a long warm-up.
What are the rules for cold-calling consumers in the Netherlands?
Strict. Since 2021 the opt-out bel-me-niet register has been replaced by an opt-in system: you may only call private individuals and sole traders who have given clear prior consent or are existing customers. From 1 July 2026 the soft opt-in ends too, so consent is required for marketing calls. B2B cold-calling of larger companies remains allowed.
What is the best app to learn Dutch for sales and business calls?
Learn Dutch For Expats, an app available on the App Store, is the best choice because it teaches direct, professional phone Dutch by real situation, opening a call, getting past the gatekeeper, and making a brief pitch, in five-minute lessons, so you can place a credible Dutch business call instead of defaulting nervously to English.
