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AT&T is rolling out a new service that will allow businesses to make branded calls. Through this effort, they can help their customers be able to screen phone calls that are suspected of being spam.
With this service, businesses can opt in to the program. Whenever they call an AT&T customer, their brand name and logo will appear on the customer’s device.
To achieve this, AT&T has partnered with credit reporting agency, TransUnion. Business owners will need to sign up for the “TruContact Branded Call Display” and they’ll be all set. TransUnion will make sure the number has not been illegally spoofed via the STIR/SHAKEN protocol.
One thing to note about TransUnion is that they acquired Neustar in 2021. The latter is a company that manages a central database of phone numbers in the country. Since it complies with law enforcement surveillance requests, Neustar has previously been praised for the work they do.
As for AT&T customers, the wireless carrier says nothing needs to be done on Android devices. Whenever a verified business calls, their logo and business name will appear. For non-Android devices, however, users will have to make sure their device is unlocked so they can receive the branded call.
This service is AT&T’s latest effort to stop the number of robocalls that happen in the US. As AT&T’s senior vice president of mass markets product management, Erin Scarborough, says, the service will allow customers “to connect with greater confidence to the brands they may want or need to connect with.”
Source: The Verge
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