TELUS, in partnership with TransUnion, is set to launch Branded Call Display (BCD) across Canada—a new service designed to help combat call fraud and restore trust in voice communications. With BCD, TELUS mobility customers will see a business’s name, logo, and the reason for the call displayed in real-time when receiving calls from participating companies.
This technology aims to address the growing problem of scam and spoofed calls, which have led many Canadians to ignore legitimate calls out of fear of fraud. According to a recent TransUnion survey, 70% of Canadians said they would be more likely to answer a call if they recognized the business, while 61% admitted to missing important calls due to concerns about scams.
Branded Call Display incorporates robust end-to-end call authentication, ensuring calls originate from verified sources and making it much harder for scammers to fake their identity. Businesses must undergo strict verification before participating, and ongoing monitoring helps maintain the integrity of the system.
For businesses, BCD is a powerful tool to increase customer engagement, as more people are likely to answer calls they can trust. The solution is especially timely as Canadians continue to rely on phone calls for critical communications, including healthcare, urgent events, and financial decisions.
This initiative builds on previous collaborations between TELUS and TransUnion, such as authenticating international calls using STIR/SHAKEN protocols to further reduce robocalls and caller ID spoofing.
With Branded Call Display, TELUS and TransUnion are modernizing phone communications, making it safer and more transparent for both consumers and businesses in Canada.
