As robocalls and phone scams continue to rise, a new Transaction Network Services (TNS) survey reveals that most Americans now want businesses to clearly identify themselves when calling. According to the study, conducted with Kantar, 76% of U.S. adults say they would rather engage with businesses that use branded calling solutions than those that do not, showing a demand for transparency and trust in voice communications.
“Despite the progress in combating robocalls, consumers are wary of answering their phones. Businesses must address this erosion of trust in voice calling as a strategic business issue rather than just a technical challenge,” said Seth Walton, general manager for TNS’ Communications Market. “Our survey strongly suggests that consumers are increasingly enthusiastic for branded calling solutions that provide a richer call experience and more secure engagement with their preferred brands.”
The research polled U.S. wireless subscribers on their attitudes toward branded calls, where the business name, logo, and reason for the call are displayed on the recipient’s phone screen. The findings highlight a frustration with anonymous calls and robocall scams, especially in sectors where trust and urgency are paramount, such as healthcare, finance, and insurance.
The importance of timing and familiarity
More than 8 in 10 Americans (81%) said they are likely to answer a call if it follows a recent interaction with the brand, reinforcing the importance of timing and familiarity in re-establishing consumer trust through voice. Despite the rise of digital channels, the phone call remains a cornerstone of customer engagement, particularly for organisations with contact centres or those that depend on outbound calls for customer support and sales.
Moreover, the TNS’ survey found that 77% of consumers would feel safer as customers if businesses adopted branded calling, highlighting the potential for these solutions to reduce fraud, improve contact rates, and create a more secure communication environment.
In addition, three out of four adults (75%) admitted they had ignored or missed calls from unknown numbers that they would have picked up if they had known who was calling—a clear indicator of lost opportunities for customer engagement.
With consumers increasingly demanding transparency and control, branded calling emerges as a vital tool in rebuilding trust in the voice channel, transforming an often-neglected communication method into a CX advantage.