First Orion, TNS and TransUnion Partnership Launches Branded Calling with Logos for Enterprises

Industry-leading partnership to deliver five billion authenticated, branded calls across the top three U.S. wireless carriers in 2024

First Orion, Transaction Network Services (TNS), and TransUnion announced the availability of branded calling with logos across the top three U.S. wireless carriers. The partnership ensures branded calls with rich content are verified with end-to-end authentication, providing a secure method to help prevent call spoofing. With the addition of logo delivery to the portfolio of rich content, the partnership expects a continued increase in secure branded calling adoption before the end of 2024.

In a joint statement at Mobile World Congress, the companies said, “Despite the many digital communication channels available, the phone call is the preferred channel for addressing personal, complex, and high-value business situations. Companies must consider leveraging the benefits of authenticated branded calling to build long-term brand affinity and improve engagement. This becomes even more vital to financial service firms that have experienced a dramatic uptick in fraudulent activity, which can negatively impact their brand and customers.”

Branded calling enables enterprises to add rich content to the mobile display, including name, number, and now, logo, along with a secure end-to-end authentication and verification framework, to ensure calls are not spoofed. The solution is essential for promoting businesses, establishing consumer trust, and increasing engagement while protecting brands and consumers from fraud.

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After two years of close collaboration, the partnership continues to advance innovation and adoption, most recently achieving industry milestones, including:

• Branded calling adoption by more than 4,500 U.S. businesses, including 15 percent of Fortune 500 companies
• Delivering more than 3.7 billion branded calls this year, on track to reach five billion by the end of 2024
• Shared network coverage, including more than 300 million consumers
• Registering more than 250,000 businesses and 22 million phone numbers

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According to Juniper Research, robocall scams could cost consumers $73 billion this year, and “the implementation of frameworks such as STIR/SHAKEN, and mass rollout of branded calling solutions, are expected to significantly impact criminals’ operations.” Already working in lockstep with this guidance, the partnership is responsible for establishing the industry standards that helped introduce branded calling to the U.S. marketplace.

With the addition of logos and nationwide coverage across the top three wireless carriers in the U.S., a mass branded calling rollout is already underway, with expectations to continue to reach more businesses and consumers over time.