AT&T has partnered with TransUnion to display verified brand names and logos on outgoing business calls, giving customers an additional layer of authentication and confidence when answering calls.
The collaboration introduces two industry-first features: the ability for brand logos to appear on a recipient’s phone without requiring a special app, and verification using STIR/SHAKEN standards to ensure the calling number has not been illegally spoofed.
Called TruContact Branded Call Display and powered by Neustar, the service provides clear visual identification when a participating business places a call. When AT&T wireless customers receive these authenticated calls, they will see the company’s brand name and logo, helping them confirm the caller’s identity instantly.
“We’re focused on giving our customers secure and trusted calls, so we’re excited to work with TransUnion to deliver a richer, more helpful visual experience,” said Erin Scarborough, AT&T senior vice president of Mass Markets Product Management. “With STIR/SHAKEN verification, our customers can connect with greater confidence to the brands they want or need to reach.”
The service aims to reduce missed important calls by addressing the widespread problem of robocalls and fraud. Displaying brand information helps recipients distinguish legitimate business calls from unwanted or malicious ones.
TransUnion research highlights why this matters:
- 73% of respondents avoid calls from unknown numbers, assuming they are robocalls or sales pitches
- 76% said they would be willing to answer calls from businesses that display their name and logo
- 57% identified verification that a call has not been spoofed as a top desired feature
“Delivering Branded Call Display logos reflects 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 moved from delivering caller ID for landlines to the first generation of branded calling, and now to branded call display logos. This progress helps restore trust in phone communications and protects both enterprises and consumers.”
The branded call display service is available now. AT&T customers do not need to take any action; they will automatically see brand logos for participating calls on their devices.
See also: Telefónica to deploy Helium hotspots for decentralised 5G network
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