AT&T Introduces Feature Showing Why Businesses Are Calling on Android Devices

The new functionality aims to improve call transparency by displaying the purpose of business calls directly on users' screens.

AT&T has expanded its branded calling feature to include the reason for business calls, visible on Android devices.
The feature displays the caller's name, logo, and purpose of the call, such as 'appointment reminder' or 'delivery service,' directly on the incoming call screen.
This update builds on a 2024 feature that introduced business logos and names for verified calls on AT&T's network.
The feature leverages the STIR/SHAKEN protocol to differentiate legitimate calls from spam but is currently unavailable for iPhone users.
Research cited by AT&T suggests that 73% of consumers are more likely to answer calls when the purpose and brand identity are clearly displayed.