Blue Cross and Blue Shield of North Carolina has paid a $95,000 fine for a series of automated phone calls urging state residents to voice their opposition to national health care reform.

In a settlement announced by North Carolina Attorney General Roy Cooper, the health insurer agreed to stop making the improper “robo calls” similar to the ones made in October 2009. In those automated calls to 100,000 state residents, the message announced the pending arrival of pre-printed postcards the insurer wanted sent to Sen. Kay Hagan (D-N.C.) urging her to oppose health care reform legislation.

Those calls, and the printing of the postcards, prompted not only consumer complaints, but a letter from 20 state lawmakers asking the attorney general’s office and state insurance regulators to investigate the use of premium dollars for the marketing efforts.

North Carolina law mandates that a live operator announce the automated message and give recipients the chance the refuse the call, which the Blue Cross calls did not do.

Cooper’s office added that Blue Cross was not allowed to make the legislatively exempt robo calls because it was not a tax-exempt organization. While the state’s General Assembly did exempt some automated calls for health care and insurance purposes, Cooper’s office said, those calls were only to be made to certain people, such as those who have business with the company.

When contacted about the calls by the attorney general’s office, Blue Cross agreed not to resume them and under the new agreement, has consented to the adoption of policies guiding its vendors to do the same. The October 2009 calls were made by vendor Campaign Connections on Blue Cross’ behalf.

“No one in North Carolina should have to endure unwanted robo calls that tie up phone lines and disturb their peace and quiet,” said in a statement. “People have had enough of answering their phones and hearing a recorded message.”

Cooper’s office said Blue Cross has already paid the fine, which will benefit North Carolina public schools.