What's Happening?
Deutsche Telekom (DT) has launched new services to combat spoof business calls, partnering with Hiya and First Orion. The Branded Call service, available since January 7, 2026, displays the caller's phone
number and company name on the recipient's smartphone screen, enhancing transparency and trust in business calls. This service complements DT's Call Check, which warns users of suspicious calls. These services are integrated into DT's network, requiring no additional apps. First Orion's collaboration with DT aims to increase answer rates and customer confidence by clearly identifying business calls.
Why It's Important?
The introduction of branded calling services by DT addresses the growing issue of spam and fraudulent calls, which undermine trust in mobile communications. By providing clear identification of business calls, these services can improve customer engagement and reduce the likelihood of legitimate calls being ignored. This initiative reflects a broader industry trend towards enhancing call security and transparency, which is crucial for maintaining customer trust and protecting against fraud.
What's Next?
DT plans to expand its security measures in 2026, including enhanced protection against fraudulent text messages. As branded calling services gain traction, other telecom operators may adopt similar measures to combat spam and fraud. This could lead to industry-wide improvements in call security and customer trust, potentially influencing regulatory standards and consumer expectations.
