A “robocall” is an automated telephone call that delivers a prerecorded message to multiple phone numbers. Typically, robocalls are used for mass messaging.
In politics, robocall are used in campaigning. Robocalls are sent out to potential voters, and the fact that they are simply recorded messages makes them easier to send out than in-person phone calls.
An advantage of robocalls is that the candidate can be heard by many constituents without the effort of that candidate making hundreds of calls. They can also take one message from an influential person and distribute it to many people. A disadvantage of robocalls is that they are less genuine and may be ignored by some.
Local Victory gives tips on what makes an effective robocall: “The real place where they shine is as a quick, cheap way to get out breaking news (like an endorsement right before Election Day) or to respond to last minute attacks from your opponent. Watch out though, some voters get turned off by too many robocalls. Even if your campaign only does one or two rounds of calls, if your opponents have been bombarding the phone lines with calls, the voters may penalize you when they hear your call”