Telus is rolling out a new feature that could help you tell if a call is real or a scam. It’s teaming up with TransUnion to bring Branded Call Display for businesses across Canada.
This means when a verified business calls Telus customers, you’ll see their name, logo, and the reason they’re calling — all on your phone screen. It’s designed to help you avoid scam calls and stop ignoring real ones, like when your bank or a delivery company tries to reach you.
The idea is to give people more trust in answering phone calls again. According to TransUnion, 70% of Canadians said they’d be more likely to pick up if they knew who was calling. But over 60% have missed real calls out of fear it was fraud.
“In today’s digital world, Canadians deserve confidence in who’s calling them,” said Kal Amery, Vice President, Global Carrier Solutions at Telus, in a statement to iPhone in Canada. “By implementing TransUnion Branded Call Display, we’re not just displaying caller information, we’re verifying business identity in real-time, helping our customers avoid fraud while ensuring they don’t miss important calls from legitimate businesses. This technology represents a significant step forward in our ongoing commitment to customer security.”
For businesses, this feature could help them get through to more customers and avoid being mistaken for scammers. The system also uses tech that verifies a caller’s identity, making it harder for scammers to fake who they are.
Can’t the bad guys just sign up for their own branded call display? Well, not so fast. Scammers can’t easily fake calls using TransUnion Branded Call Display because businesses must go through strict identity verification and phone number validation.
Telus also uses STIR/SHAKEN technology to confirm that calls are coming from legitimate sources and haven’t been spoofed. Even after approval, businesses are monitored and can be removed if suspicious activity is detected.
Telus says this builds on earlier work with TransUnion to improve call authentication — including international calls.
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I mean this in the most honest way, but they could have saved a lot of money in this endeavor by just having someone in Canada that speaks fluent English call me.