AT&T is enhancing customer experience by allowing users to see why a business is calling, with indications such as 'refill reminder' or 'delivery service' appearing on their Android devices. This branded calling feature utilizes the STIR/SHAKEN protocol to improve call identification and reduce spam calls. While currently exclusive to Android users, there's anticipation that this capability will expand to all mobile devices in the future, as mentioned by TransUnion's James Garvert, enhancing overall communication efficacy for users.
Customers on AT&T's network can now see why a business is calling them directly on their incoming call screen, enhancing call context for users.
This feature allows businesses to display messages like 'refill reminder' or 'delivery service' during calls, improving the caller's identification experience.
Currently limited to Android users, it promises to help distinguish between important calls and potential spam in a more user-friendly way.
TransUnion's James Garvert indicates that the ability to show caller information may eventually become standard across all mobile devices.
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