AT&T is elevating caller ID functionality by introducing a Branded Call Display aimed at providing users with a visual cue to distinguish between legitimate calls and potential scams. This innovative feature incorporates company logos, adding an extra layer of verification to the Stir/Shaken protocol, a proven technology US carriers employ to combat robocalls.
Some companies have rolled out advanced security measures to end spam calls. However, all their efforts were inefficient since scammers still succeeded in deceiving their victims.
What A&T is doing right now could be the most game-changing functionality to stop these from happening.
Putting an End to Robocalls
Widespread incidents of spam calls prompted AT&T to launch a new technology to help users know the real companies from robocalls.
US carriers have long relied on the Stir/Shaken protocol to counteract the menace of robocalls. This authentication system utilizes digital signatures to validate the authenticity of calls from legitimate businesses.
According to CNET, AT&T is taking this a step further by collaborating with credit reporting agency TransUnion to implement Branded Call Display, ensuring an additional level of verification.
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Branded Call Display in Action
Branded Call Display leverages logos from participating companies, indicating to AT&T customers that they are receiving a call from a bona fide business entity.
To thwart potential spoofing attempts, calls must undergo prior verification using the Stir/Shaken protocol. This feature seamlessly operates on both iPhone and Android devices, requiring no additional action from users.
"Our customers will be able to connect with greater confidence to the brands they may want or need to connect with," AT&T's senior vice president of mass markets product management, Erin Scarborough, said in a press release, The Verge reports.
No Effort is Required for Enhanced Security
AT&T customers are the first to experience the benefits of Branded Call Display. Developed by TruContact, a leading caller identification solutions company, this technology promises seamless integration into users' everyday communication.
While currently exclusive to AT&T, other major service providers may adopt this technology in the future, contingent upon their decision to incorporate it into their systems.
Subscription with TransUnion for Logo Visibility
For companies aspiring to enhance their visibility through Branded Call Display, the onus lies in subscribing with TransUnion. By subscribing, businesses can ensure that their logos appear on potential customers' phones, offering an additional layer of trust and authenticity.
A Continuing Battle Against Robocalls
The Federal Communications Commission (FCC) has been at the forefront of the battle against robocalls, mandating the implementation of the Stir/Shaken protocol across networks, including major and smaller service providers.
Despite ongoing efforts, scam calls persist, making Branded Call Display a valuable tool for users to make informed decisions about answering calls.
In case you suspect a voice call is a robocall, avoid responding to the number. You also need to refrain from giving straight answers during the call. Additionally, remove all your saved data so scammers won't get anything from you. Do this by using a data removal service.
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