AT&T, in collaboration with TransUnion, has launched a new feature for its wireless customers that displays the reason for incoming calls from participating businesses. This feature complements the previously introduced capability of showing the caller's name and brand logo on mobile devices. Particularly benefiting Android users, this development seeks to enhance the transparency of communication and increase consumer confidence in answering calls, notably for urgent matters. Prior studies indicate that consumers are more likely to answer calls when they can verify the identity and intent of the caller.
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 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.
According to a recent TransUnion survey, 73% of consumers said they'd be likely to answer calls if the caller's name and logo were displayed.
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.
Businesses displaying reasons for their calls, such as appointment reminders, demonstrates a good-faith effort to protect consumers from fraud and address pressing concerns.
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