The latest development in incoming-call transparency was announced today by AT&T and TransUnion. AT&T wireless customers will now be shown the reason for the call on the phone’s mobile display — alongside the business caller’s name and brand logo — without the use of a separate app.
Showing the name and brand logo is a capability that was introduced in January 2024. Adding the reason to verify incoming calls is a new feature. It is made possible by TransUnion’s Branded Call Display, according to the AT&T/TransUnion announcement.
The reason for the call will appear for most Android users on incoming calls from participating businesses and organizations. It also will show in the call details page after a call is missed. On other operating systems, the branded logo appears on the mobile display without the reason for the call.
“We’re excited to announce the ability for businesses to add the reason for their call to the mobile display,” Erin Scarborough, AT&T senior vice president, Mass Markets Product Management said. “Research shows consumers still prefer calling to communicate with businesses — especially for urgent, personal, or high-value issues. Now they can safely answer verified branded calls, knowing who’s calling and why.”
Prior studies confirm the receptiveness consumers have to phone communication for matters such as health, high-value purchases like home or auto, urgent circumstances, and complex decisions like estate planning. In a recent TransUnion survey, 73% of consumers said they’d be likely to answer calls if the caller’s name and logo were displayed.
Further, businesses displaying reasons such as “appointment reminder,” “customer inquiry,” “refill reminder,” “delivery service,” “upcoming visit,” etc., “shows a good-faith effort by the business to protect consumers from fraud and address their most pressing concerns,” James Garvert, senior vice president of TruContact Communications Solutions at TransUnion said.
The AT&T/TransUnion announcement is another step forward in the campaign against unwanted calls. According to YouMail, robocall volume has hovered between 50 billion and 55 billion calls each year over the past four years.
