AT&T keeps on striving to improve its services and vigorously works towards maintaining its position. To improve the user call experience, the telecommunication service provider and TransUnion introduced a branded calling feature that would allow businesses to make branded calls to users last year. It basically means that their brand name and logo would appear on the user's screen, helping them not miss out on important calls. Now, the company seems to be going one step ahead by expanding on the feature and letting its customers know why a business is calling on their Android phones.
AT&T customers on Android phones can now see why a business is calling and would aid in not missing out on important calls
AT&T is determined to improve customers' experience of its network by introducing features that help them curb unwanted calls. The company is now taking another major step in offering users more transparency when it comes to caller ID and has an interesting update on its existing branded calling feature. Previously, users could see the brand logo and name appear on the screen when a call was being made, but now it extends further by letting users know why a business is calling.
While the feature currently only works on Android phones, posing a bit of a limitation for iOS users, there is a possibility that it could be extended to iPhone users. Apple has its own call identification and spam filtering feature, but if the direct integration is extended, it could be of great utility. Users do not need to go through any extra setups, such as downloading apps, as they are built on STIR/SHAKEN and can help identify legitimate calls from spam calls.
With the help of this functionality, users can know what the call is for and see if it immediately needs to be taken. For instance, if you order something from DoorDash, it will let you know the driver is waiting outside and can be especially useful during medical appointments or any follow-up calls. However, businesses have to enroll themselves for the brand calling feature in order to be able to reach out to customers with their brand name and logo and let them know the reason they are calling.
AT&T's introduction of this level of transparency regarding Caller ID marks a huge leap. It can benefit AT&T customers on Android phones who may miss important calls as well as registered businesses by improving consumer trust in legitimate calls.
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