And spam callers are using ever more sophisticated technology, like call spoofing, to make it appear that their calls are coming from a trusted brand or even a neighbor. Meanwhile, well-intentioned call-blocking lists and tagging efforts are less effective than ever, ultimately doing more to block legitimate callers who play by the rules than spammers.
"The amount of verified information you can now display on a consumer's screen before they even pick up the phone can go a long way toward separating the legitimate businesses from the scammers," says Jon Peterson, a Neustar fellow, security and network-routing expert, and coauthor of Secure Telephone Identity Revisited, a Federal Communications Commission framework for interconnected standards.
While consumer call behavior differs across industries and use cases, Neustar expects other enterprises to leverage branded calls in the battle against robocalls and illegal call spoofing to see similarly improved answer rates.But adding contextual visuals is not enough. Without the ability to verify the identity of the caller or ensure that the phone number is not being spoofed, a branded call product could simply help spam callers do a better job fooling consumers.
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