To enhance trust and minimize confusion caused by spam calls, Bharti Airtel, led by Sunil Mittal, has rolled out a new feature called Business Name Display (BND). This solution enables companies to display their official brand names on users’ phones when making outbound calls.
Trial Run with Over 250 Companies
The feature underwent a successful test phase with more than 250 firms from sectors such as banking, e-commerce, logistics, food services, and retail. Over the past month alone, these businesses used more than 1.5 million unique numbers to place around 12.8 million calls, resulting in a significant rise in customer interaction and trust.
India’s First Anti-Spam Network
Airtel highlighted that it pioneered the country’s first network aimed at fighting spam, backed by a nationwide campaign to raise user awareness. While this effort has helped people recognize and avoid spam or unknown calls, it has also led to some genuine brand calls being mistakenly marked as spam—causing critical communications, like banking or medical alerts, to be missed.
Improved Clarity and Trust in Calls
The Business Name Display feature addresses this by letting customers see which company is contacting them, allowing for safer, more informed call decisions. This tool ensures clear brand recognition and reduces call-related anxiety.
Boosting Transparency in Communication
Sharat Sinha, CEO of Airtel Business, stated that Airtel is focused on building smarter, safer, and more transparent communication. The new tool aims to make phone interactions more personal and trustworthy for both businesses and their customers.
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