AT&T and TransUnion have unveiled a new enhanced caller identification service that displays company names, logos, and call reasons for verified incoming calls to AT&T wireless customers using Android devices. The service integrates TransUnion’s Branded Call Display technology and requires no additional app installation for customers, building upon existing FCC mandates for call authentication.
The system uses STIR/SHAKEN call authentication standards to prevent spoofing and verify legitimate business calls. The protocol framework, which became mandatory for major carriers in 2021, creates a digital signature to verify that calls are coming from legitimate sources. When a verified business calls, customers see the company’s name and logo along with specific reasons for the call, such as appointment reminders, customer service follow-ups, or patient callbacks.
Recent survey data from TransUnion indicates that 73 percent of consumers would be more likely to answer calls that display a company’s name and logo. The research also reveals that consumers prefer phone calls for specific scenarios: 64 percent for personal health matters, 55 percent for both high-value decisions and urgent circumstances, and 40 percent for complex decisions. The findings are particularly relevant as telecommunications providers work to combat the growing threat of phone and SMS spoofing attacks.
“We’re excited to announce the ability for businesses to add the reason for their call to the mobile display. Research shows consumers still prefer calling for communicating with businesses – especially for urgent, personal, or high-value issues. Now they can safely answer verified branded calls, knowing who’s calling and why,” said Erin Scarborough, AT&T Senior Vice President of Mass Markets Product Management.
“Businesses have a tremendous opportunity to improve customer experiences and business outcomes with this iteration of branded calling. Adopting these capabilities shows a good faith effort by the business to protect consumers from fraud and address their most pressing concerns,” said James Garvert, Senior Vice President of TruContact Communications Solutions at TransUnion.
The enhanced service represents an advancement in caller identification technology, building upon existing STIR/SHAKEN protocols that were implemented to combat illegal spoofing and robocalls. By providing additional context for incoming calls, the system aims to help consumers make more informed decisions about which calls to answer while strengthening the telecommunications industry’s broader efforts to enhance communication security and trust.
Sources: Stock Titan
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