AT&T plans to launch a new call screening service that
enables businesses to make “branded calls.” This means that if a business signs
up for the service, then a call that it makes to any AT&T user will show the
receiver the name and logo of the business.
The service is called “TruContact Branded Call Display” and it is available via credit reporting firm TransUnion. The technology is based on the STIR/SHAKEN protocol, which ensures that a number hasn’t been illegally hoaxed.
The facility is meant to help people identify authentic calls
from spammy ones, especially in the US where robocalls are on the rise. In the
past decade, the FTC has received a large number of complaints against
unethical telecommunication calls.
There is no procedure for Android customers of AT&T to
follow in order to start receiving branded calls from authentic businesses. For
customers using other OS devices, their phone must be either unlocked or facial
recognition must be on for verified calls to come through.