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Something to look forward to: Robocalls can be annoying at the best of times, and there’s no escaping them even if you’re signed up to the National Do Not Call Registry. However, things could soon get better for some AT&T wireless subscribers, as the carrier has announced that incoming calls from businesses will now show the reason for the call.
The initiative is part of a branded calling feature originally introduced by AT&T and TransUnion last year. The reason for the call will be displayed alongside the caller’s name and brand logo right within the default phone app. It will also show up in the Call Details page if a call is missed.
Incoming business calls on AT&T have been showing the name and brand logo since January 2024 as part of TransUnion’s Branded Call Display, which allows businesses to add context to their calls. However, the feature is only available on Android devices, while iPhone users can only see the brand logo on the display. The reason for the call will only be available on Android for now, with no word on when it will be extended to iPhone users.
According to AT&T and TransUnion, reasons for call can include a wide range of options, including an appointment reminder, customer inquiry, customer service, refill reminder, delivery service patient callback, upcoming visit, and more. Customers won’t have to install an additional app or change any settings to see these reasons, as long as they have a supported device.
In a recent TransUnion survey, 73 percent of respondents said they’d be more likely to answer cold calls if the caller’s name and logo were shown. Many also indicated that they prefer discussing certain situations with businesses on the phone before meeting representatives of the service provider in person. These include personal health issues, product buying decisions, estate planning, and more.
AT&T has recently introduced new initiatives to regain second place in the US wireless market after losing it to T-Mobile late last year. In January, the carrier announced a new initiative called AT&T Guarantee, which promises users won’t be billed for days when the company’s network goes down. AT&T made the announcement nearly a year after a massive cellular outage affected thousands of customers.
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