The feature only works in-network and with Android phones.
If you’ve ever hesitated before answering an unknown number, wondering whether it’s an important call or just another spam attempt, AT&T has some good news for you. The telecom giant is rolling out a new feature that provides AT&T customers with real-time call details—allowing them to see why a business is calling before they even pick up the phone.
This enhancement is an extension of the branded calling initiative that AT&T introduced last year in collaboration with TransUnion. Designed to bring more transparency to phone calls, the feature ensures that businesses can display a brief reason for their call, such as “refill reminder” from your pharmacy or “delivery service” from your food courier. This information appears directly on the incoming call screen and in the call details page, helping users make informed decisions about which calls to answer.
How It Works
The functionality relies on the business initiating the call. Companies opting into the service can attach a short message that appears alongside their verified caller ID. Unlike traditional caller ID services, which only display a business name or number, this feature adds an extra layer of clarity. There’s no action required on the receiver’s part—just like how verified number badges currently appear, the reason for the call will automatically display.
Imagine receiving a call from a number you don’t recognize, only to see a label indicating it’s your bank calling about a potential fraud alert, or your doctor’s office reminding you about an upcoming appointment. This level of transparency could significantly reduce the uncertainty and frustration surrounding unknown calls.
A Step Forward in Call Verification
This update builds on AT&T’s broader efforts to curb spam and fraudulent calls. The technology behind it integrates with the STIR/SHAKEN protocol—a system designed to authenticate caller information and reduce the frequency of spoofed numbers.
In recent years, robocalls and phone scams have made consumers increasingly wary of answering calls from unfamiliar numbers. By providing clear and legitimate call identification, AT&T’s new feature aims to rebuild trust in phone calls, making it easier for customers to distinguish between essential communications and potential spam.
A Familiar Yet Evolved Concept
If this feature sounds somewhat familiar, that’s because Google previously introduced a similar function for its Phone app. However, Google eventually phased out the feature, leaving a gap that AT&T and TransUnion are now filling. While the current implementation is only available for Android users, there’s optimism that it will expand to iPhones in the future.
James Garvert, Senior Vice President of TruContact Communications Solutions at TransUnion, has indicated that the technology could eventually become a standard feature across all mobile devices. “We expect this capability to become standard on all mobile devices over time,” he stated, hinting at a future where branded calling is the norm rather than the exception.
What This Means for AT&T Customers
For AT&T users with Android devices, this feature represents a meaningful improvement in call screening. It reduces guesswork, helping users avoid unnecessary disruptions while ensuring that important calls don’t go ignored. However, since Apple users make up a significant portion of AT&T’s customer base in the U.S., the feature’s effectiveness is currently limited.
Still, this development marks a step toward a more transparent, user-friendly calling experience. Whether it’s a notification about an upcoming appointment, a delivery update, or an alert from your bank, knowing why a business is calling before picking up can help eliminate confusion and improve communication.
Looking Ahead
While the feature is currently exclusive to Android users on AT&T’s network, its potential expansion to other platforms could make it a game-changer for call verification. With spam calls continuing to be a widespread problem, innovations like these could lead to a more trustworthy and efficient phone experience for everyone.
For now, AT&T Android users can enjoy an extra layer of convenience and security, making their call-screening process a little easier. If you’re an AT&T customer, keep an eye out for this feature—it just might save you from missing an important call.
