AT&T and TransUnion have joined forces to enhance how businesses communicate with consumers by introducing Branded Call Display, which now includes the ability to show the reason for the call. This innovative feature gives AT&T wireless subscribers more confidence in answering incoming calls by displaying the company’s name, logo, and a reason for the call on most Android devices — all without the need for an app.
The new feature builds on the collaboration between AT&T and TransUnion, which began in January 2024 with the ability to add a brand name and logo to the display of verified business calls. By combining this with the reason for the call, businesses can now provide even greater transparency and assurance to customers.
“We’re excited to announce the ability for businesses to add the reason for their call to the mobile display,” said Erin Scarborough, AT&T senior vice president, Mass Markets Product Management. “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.”
How It Works
The Branded Call Display feature allows businesses to include reasons such as “Appointment Reminder,” “Customer Inquiry,” “Refill Reminder,” “Delivery Service,” or “Upcoming Visit” on verified incoming calls. These details are visible to Android users when the phone rings and can also be found on the call details page after a missed call.
No action is required from AT&T wireless customers to enable this feature. The calls are verified using industry-standard STIR/SHAKEN call authentication technology to ensure they are legitimate and not spoofed. This additional layer of verification helps protect consumers from fraudulent calls while improving call transparency.
“Businesses have a tremendous opportunity to improve customer experiences and business outcomes with this iteration of branded calling,” said James Garvert, senior vice president of TruContact Communications Solutions at TransUnion. “Adopting these capabilities shows a good faith effort by the business to protect consumers from fraud and address their most pressing concerns.”
Consumer Insights
According to a recent TransUnion survey, the ability to see a company’s name, logo, and reason for the call significantly impacts consumer behavior.
Consumers have made it clear they want more protection against unwanted calls and fraud. According to a recent TransUnion survey, 73% of consumers said they’d be likely to answer calls if name and logo were shown.
Additionally, phone calls remain the preferred communication method for certain important situations:
- Personal matters (e.g., health issues): 64%
- High-value decisions (e.g., home or auto purchases): 55%
- Urgent circumstances (e.g., natural disasters): 55%
- Complex decisions (e.g., estate planning): 40%
This data demonstrates the importance of maintaining trust and transparency in business-to-consumer communication, which the new Branded Call Display aims to achieve.
A Safer and More Transparent Calling Experience
TransUnion and AT&T are leading the charge in restoring consumer trust in phone calls by addressing common concerns about unwanted calls and spoofing. With the Branded Call Display feature, businesses can now improve customer engagement while offering a more secure and streamlined experience.
Reasons for the call can include a wide range of options, including: ‘Appointment Reminder,’ ‘Customer Inquiry,’ ‘Customer Service,’ ‘Refill Reminder,’ ‘Delivery Service,’ ‘Patient Callback,’ ‘Upcoming Visit,’ and more. No action is required from AT&T wireless customers to see reasons for calls.
This initiative marks a significant milestone in improving the effectiveness of phone calls for both consumers and businesses, particularly in industries where direct communication is essential.
