Aiming to build trust and prevent confusion with spam calls, Sunil Mittal-led Bharti’s Airtel introduced the ‘Business Name Display’ (BND) solution for companies so the brand name will reflect on customers’ mobile screens during outgoing calls. 

Solution was piloted with over 250 businesses

The service was successfully piloted with over 250 businesses that including banking, retail, food, courier, logistics, and e-commerce details. These businesses used 1.5 million plus phone numbers to make 12.8 million calls in the last 30 days, leading to an impressive increase in customer engagement.

‘India’s first spam-fighting network’

In a release, the company said, “Airtel solved the spam challenge for its customers with the launch of India’s first spam-fighting network, supported by a nationwide awareness campaign to educate users. While these initiatives have significantly increased customer awareness, leading more people to ignore calls flagged as spam or from unknown numbers, it also resulted in unintended consequences where call from brands got tagged as spam.”

“Consequently, customers were missing on critical calls from banks, food delivery, courier delivery, hospital for critical doctor’s appointment et al. The “Business Name Display” solves for this challenge and facilitates a relevant yet safe communication environment enabling end customers to make informed decisions on all incoming calls, which will display the name of the company the call is from,” the company said. 

‘Constantly innovating to create a communication experience’

Sharat Sinha, Director & CEO, Airtel Business, said, “At Airtel, we are constantly innovating to create a communication experience that is smarter, safer and more transparent for everyone. With “Business Name Display”, we will be helping businesses establish trust and stand out with every call while simultaneously giving customers the confidence of knowing who is reaching out to them. It is about making communication more personal, secure and seamless for both sides.”