TELUS and TransUnion have partnered to launch Branded Call Display (BCD) in Canada, a new service that allows businesses to show their name, logo, and reason for calling directly on the recipient’s mobile phone. The feature is designed to help combat rising concerns over fraud and spoofed calls, while also improving engagement for legitimate businesses.
The rollout of BCD means TELUS mobility customers will now see real-time verified caller information from participating businesses, enhancing transparency and restoring trust in voice communications. The technology also incorporates end-to-end call authentication to reduce fraud and ensure calls come from verified sources.
“In today’s digital world, Canadians deserve confidence in who’s calling them,” said Kal Amery, Vice President, Global Carrier Solutions at TELUS. “By implementing TransUnion Branded Call Display, we’re not just displaying caller information—we’re verifying business identity in real-time.”
The launch follows a national consumer survey conducted by TransUnion that found 70% of Canadians would be more likely to answer a phone call from a business if the name and logo were displayed. Conversely, 61% of respondents admitted to ignoring calls due to concerns about fraud and call spoofing.
“We’re excited to partner with TELUS to implement secure branded calling,” said Juan Sebastian D’Achiardi, Regional President of TransUnion Canada. “This solution will help protect Canadian consumers, reducing fraud and giving them confidence to answer the phone. For businesses, it’s a powerful tool to enhance engagement and trust.”
The feature is particularly timely as Canadians increasingly rely on phone calls for critical communications—62% for personal matters like healthcare, 55% during urgent events like natural disasters, and 52% for high-value decisions, such as financial planning.
This initiative builds on previous collaborations between the two companies, including the first international calls authenticated using STIR/SHAKEN protocols—a technical standard aimed at combating robocalls and caller ID spoofing.
With the introduction of Branded Call Display, TELUS and TransUnion are aiming to modernize and secure one of the oldest communication tools in the digital age: the phone call.
About bloody time!
They’re the ones selling our numbers!! lol gtfoh
This could be great thing as long as the companies are required to use static logos that do not change on a frequent basis. We do not need our phone screens suddenly turning into billboards advertising whatever special offer is available that week.