AT&T and TransUnion Launch the Industry’s First In-Network Branded Call Display with Logos
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Insights
The introduction of branded call displays by AT&T in collaboration with TransUnion represents a significant advancement in telecommunications, particularly in the context of enhancing consumer trust and engagement. By leveraging the STIR/SHAKEN standards, AT&T is addressing a critical pain point in mobile communications: the prevalence of unwanted and potentially fraudulent calls. This initiative could potentially lead to an increase in customer engagement rates, as users may be more inclined to answer calls from verified businesses. From an industry perspective, this move sets a precedent for other carriers to follow, potentially leading to widespread adoption of similar features.
For businesses, this service offers a direct channel to improve customer interaction, which could translate into higher conversion rates for sales and services. The ability to display branding directly on the call screen is a novel form of marketing, which could enhance brand recognition and trust. The long-term implications for businesses could include a reduction in communication costs if customers become more responsive to calls, thereby decreasing the need for alternative, often more expensive, customer outreach methods.
This new feature could have a significant impact on consumer behavior, as evidenced by the TransUnion survey data presented. With a large percentage of consumers expressing a willingness to answer calls from known businesses, there is an implication for market research in understanding how visual call verification affects consumer engagement. The data suggests a potential shift in how businesses approach customer communication, with a focus on building trust through transparency and verified identities.
Additionally, the survey highlights a substantial demand for protection against unwanted calls and fraud. This consumer sentiment could drive further innovation in the telecommunications sector, as companies strive to meet these security and trust expectations. The market research implications extend to studying the effectiveness of branded calls in reducing missed connections and improving the efficacy of outbound marketing campaigns.
Enhanced call verification can alter the landscape of consumer trust in digital communications. The psychological impact of seeing a familiar brand logo on an incoming call cannot be understated; it taps into the cognitive bias of recognition, which can lead to a more positive response from the consumer. This could result in a behavioral shift where consumers are more receptive to business communications, potentially reversing the trend of declining answer rates for unknown calls. The introduction of this feature by AT&T and TransUnion could catalyze a change in consumer behavior, leading to a new norm in business-to-consumer phone interactions.
However, it remains to be seen how this will play out in the broader context of consumer privacy concerns and the potential for misuse. While the service aims to build trust, it is imperative that the implementation ensures the protection of consumer data and safeguards against the branding feature being exploited by malicious entities. The balance between convenience, trust and privacy will be a critical factor in the adoption and success of branded call displays.
AT&T wireless customers will see the name and brand logo of participating businesses on verified incoming calls – without the need for an app
CHICAGO, Jan. 30, 2024 (GLOBE NEWSWIRE) -- AT&T and TransUnion (NYSE: TRU) are now offering outgoing calls for businesses that display a brand name and logo on the receiver’s phone – with two new features to improve consumer trust:
- Recipients no longer need a special app on their mobile device to see the caller’s brand logo.
- The branded calls with logos are verified with STIR/SHAKEN, a set of standards used to help confirm the number has not been illegally spoofed.
Both of these are industry firsts for branded call displays, thanks to TruContact™ Branded Call Display, powered by Neustar®. If a business is participating in the program, AT&T wireless customers will be able to easily recognize and have more confidence in the identity of the caller.1 This helps customers to decide more accurately which calls they want to answer.
“We’re obsessed with giving our customers secure and trusted calls, so we’re excited to work with TransUnion for a richer, more helpful visual experience,” said Erin Scarborough, AT&T senior vice president of Mass Markets Product Management. “And since we use STIR/SHAKEN verification, our customers will be able to connect with greater confidence to the brands they may want or need to connect with.”
Missed connections are bad for consumers and businesses alike, and consumers want more protection against unwanted calls and fraud, according to a recent TransUnion survey. Respondents said:
73% don’t answer calls from unknown callers because they assume it’s a robocall where someone is trying to sell them something.73% have declined to answer a phone call due to safety/fraud concerns and learned afterwards that it was a legitimate call.58% received important phone calls to their mobile phones in the past three months they didn’t answer because they didn’t recognize the caller.76% would be likely to answer calls from businesses they use if the companies displayed their name and logo on the calls.57% indicated “verification the call has not been spoofed” is a top feature.
“The delivery of Branded Call Display logos represents the culmination of years of collaboration between AT&T and Neustar, now part of TransUnion,” said James Garvert, TransUnion senior vice president and general manager, TruContact™ Communications Solutions. “We have delivered Caller ID for landlines, evolved to the first generation of branded calling, and now we’ve set the stage for Branded Calls Display logos. This is helping restore trust in the phone to protect enterprises and consumers alike.”
Business customers can visit TransUnion to learn more about TruContact™ Branded Call Display. AT&T wireless customers don’t need to do anything. Logos will appear on incoming calls from participating businesses and organizations.
1 On Android devices, branded logo appears when the phone rings, and it also appears in the call details page after the call is missed. On other operating systems, branded logo appears if the phone is unlocked or facial recognition is engaged.
About AT&T
We help more than 100 million U.S. families, friends and neighbors, plus nearly 2.5 million businesses, connect to greater possibility. From the first phone call 140+ years ago to our 5G wireless and multi-gig internet offerings today, we @ATT innovate to improve lives. For more information about AT&T Inc. (NYSE:T), please visit us at about.att.com. Investors can learn more at investors.att.com.
About TransUnion (NYSE: TRU)
TransUnion is a global information and insights company with over 13,000 associates operating in more than 30 countries. We make trust possible by ensuring each person is reliably represented in the marketplace. We do this with a Tru™ picture of each person: an actionable view of consumers, stewarded with care. Through our acquisitions and technology investments we have developed innovative solutions that extend beyond our strong foundation in core credit into areas such as marketing, fraud, risk and advanced analytics. As a result, consumers and businesses can transact with confidence and achieve great things. We call this Information for Good® — and it leads to economic opportunity, great experiences and personal empowerment for millions of people around the world. http://www.transunion.com/business
| Contact | Dave Blumberg TransUnion |
| david.blumberg@transunion.com | |
| Telephone | 312-972-6646 |
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