AT&T and TransUnion Introduce In-Network Branded Call Display with Call Purpose

AT&T wireless customers can now view the names, logos, and reasons for calls from verified incoming calls on most Android devices without needing an additional app.

AT&T and TransUnion (NYSE: TRU) launched a feature for businesses that enables outgoing calls to show not only their brand name and logo but also the purpose of the call. This innovation is facilitated by TransUnion’s Branded Call Display, allowing AT&T wireless users to feel more assured about the identity and intent of incoming callers.

For more Android users, the reason for a call will be displayed on incoming calls from participating businesses and organizations, as well as in the call details page after a missed call. This follows their January 2024 announcement allowing businesses to include their name and logo in mobile displays.

“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.”

Consumers have expressed a strong desire for increased safeguards against unsolicited calls and fraudulent activities. A recent survey conducted by TransUnion reveals that 73% of respondents would be more inclined to answer calls if the caller's name and logo were visible.

Consumers place significant importance on phone conversations when addressing critical matters. The scenarios that consumers most prefer to manage via phone interactions with businesses include personal matters, such as health concerns (64%), significant decisions, including auto purchases (55%), urgent situations, like natural disasters (55%), or complicated issues, such as estate planning (40%) according to TransUnion.