TELUS, in partnership with TransUnion, is introducing Branded Call Display (BCD) to Canadian mobile users—a new feature that allows businesses to display their name, logo, and call reason directly on recipients’ phones. This innovative service is designed to tackle the growing issue of fraudulent and spoofed calls, while also making it easier for customers to trust and engage with legitimate businesses.
With BCD, TELUS mobility subscribers will see verified information from participating businesses in real time, thanks to robust end-to-end call authentication. This not only helps protect consumers from scams but also ensures that important calls are less likely to be ignored out of suspicion. According to a recent TransUnion survey, 70% of Canadians said they would be more likely to answer a call if the business’s name and logo were displayed, while 61% have missed legitimate calls due to fraud concerns.
The launch comes at a time when Canadians increasingly rely on phone calls for essential communications, including healthcare, urgent events, and significant financial decisions. By restoring confidence in incoming calls, TELUS and TransUnion aim to modernize phone communications and safeguard consumers against evolving fraud tactics.
This initiative builds on previous collaborations between the two companies, such as authenticating international calls using the STIR/SHAKEN protocol—a technical standard designed to combat robocalls and caller ID spoofing. With Branded Call Display, TELUS and TransUnion are taking a significant step forward in enhancing security and transparency for voice communications in Canada.
