AT&T will display brand logos on calls from verified numbers

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AT&T has partnered with TransUnion to display brand names and logos for outgoing business calls, providing an extra layer of authentication and trust for customers.

The companies are offering two industry-first features: allowing brand logos to appear without a special app installed on the receiver’s phone, and verifying the calls through STIR/SHAKEN standards to confirm the number has not been illegally spoofed.

This new ‘TruContact Branded Call Display’ service – powered by Neustar – will provide visual identification if a business chooses to participate. When AT&T wireless customers receive these verified calls, they will see the brand name and logo and have more confidence in knowing who the caller actually is.

“We’re obsessed with giving our customers secure and trusted calls, so we’re excited to work with TransUnion for a richer, more helpful visual experience,” said Erin Scarborough, AT&T senior vice president of Mass Markets Product Management.

“And since we use STIR/SHAKEN verification, our customers will be able to connect with greater confidence to the brands they may want or need to connect with.”

The service aims to solve issues around unwanted robocalls and fraud that cause people to miss important calls. Displaying brand information helps address this issue.

According to a recent TransUnion survey:

  • 73% of respondents avoid calls from unknown numbers, assuming they are robocalls or sales pitches
  • 76% expressed willingness to answer calls from businesses displaying their name and logo
  • 57% identified “verification the call has not been spoofed” as a top feature

“The delivery of Branded Call Display logos represents the culmination of years of collaboration between AT&T and Neustar, now part of TransUnion,” said James Garvert, TransUnion SVP and GM of TruContact Communications Solutions.

“We have delivered caller ID for landlines, evolved to the first generation of branded calling, and now we’ve set the stage for branded call display logos. This is helping restore trust in the phone to protect enterprises and consumers alike.”

The branded call display service is available now. AT&T customers do not need to take any action and will automatically see brand logos on participating calls.

See also: Telefónica to deploy Helium hotspots for decentralised 5G network

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