How many times have you received a call from an unknown number and wished you knew why they were calling before picking up? TransUnion and AT&T thought of this need and resolved it with the TruContact Branded Call Display service in February 2024. It originally showed businesses’ name and logo when a company called.
Today, they’re expanding it to also display the intent behind the call. If a spammer rings you up, you might see “fraud alert” or “loan application update”. If it’s a doctor’s office, you may see “appointment reminder” or similar keyword variations on your screen. This update is only an expansion of the feature’s capability, so it’s only available on Android phones as before. But AT&T expects it to eventually become standard across all devices.
Quality call filtration direct from your carrier
With attention spans dwindling, no one wants to waste time answering spam calls that have nothing to offer. Per TransUnion’s survey, customers want better ways to avoid annoying calls and fraud. Majority of people would be more likely to answer your call if they could see your business’s name and logo.
For that reason, the credit report agency and US wireless carrier AT&T have improved their Branded Call Display. Last year, they launched it as a solution for both customers and businesses. Customers could identify legitimate business calls, and in turn, businesses would experience low rejection rates because of spam concerns. It’s a win-win for all.
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.
Erin Scarborough, AT&T Senior Vice President, Mass Markets Product Management.
Both companies called their solution the Branded Call Display, which has now matured to add another layer of trust to business calls and help everyone see why someone is calling. You don’t need to download an app to it because it’s built directly into AT&T’s network. The calls are verified using the STIR/SHAKEN technology.
The Secure Telephone Identity Revisited (STIR) is a set of standards that attaches a digital certificate to internet-based calls to verify their authenticity. Meanwhile, Signature-based Handling of Asserted information using toKENs (SHAKEN) provides guidelines for how traditional phone networks should handle calls that don’t have proper verification.
Related: Some US Carriers Won’t Let You Activate Your S25 Ultra Yet
Wider availability is coming soon
Branded Call Display is only available on Android devices, which means iPhone and landline users don’t get the same benefits. But that doesn’t mean you’re completely unprotected. There are other tools to help you fight robocalls.
You can block calls manually through your phone’s settings. Use AT&T’s security features to filter out spam, and even register your number on the National Do Not Call list to reduce telemarketing calls.
If you’re getting unwanted calls on a landline, dialing specific star codes can help block them. Usually, *6 works for personal phones and *60 works for landlines. AT&T also allows you to report spam calls and texts, which helps improve their blocking services over time.
