Airtel Business has launched a new service called Business Name Display (BND), which shows the name of a business on the recipient’s mobile screen during outgoing calls. The solution aims to help customers recognize genuine calls and reduce confusion caused by spam or unknown numbers.
Addressing the Spam Call Challenge
This move follows Airtel’s earlier efforts to fight spam in India through a spam-filtering network and awareness campaigns. While these steps made users more alert to unwanted calls, they also led to important business calls—from banks, delivery agents, or hospitals—being ignored after being wrongly flagged as spam.
Purpose and Benefit of BND
To address this, Business Name Display offers verified caller identification by displaying the company’s name as the call rings. Airtel said this enables safer communication and helps users make informed decisions about which calls to answer.
Pilot Results and Adoption
During a pilot phase, the service was tested with over 250 businesses across sectors including banking, retail, food delivery, logistics, and quick commerce. These companies made 12.8 million calls using more than 1.5 million numbers in just 30 days, resulting in improved call engagement.
Key Benefits for Businesses
Airtel noted that with the rise in spam calls, many people avoid picking up unknown numbers, which also affects businesses. By showing a verified name alongside the phone number, businesses can stand out and build trust. The service aims to improve three key areas:
- Brand Legitimacy: Helps customers identify the caller as a known business instead of spam.
- Positive Brand Perception: Creates a consistent brand experience across customer calls.
- Increased Call Answer Rates: Higher chances of customers answering when they see the business name.
Main Features of Business Name Display
- No Third-Party Required: Direct integration with Airtel; no external apps needed
- Simple Activation: Works with existing Airtel numbers or new ones, no complex setup
- Fraud Prevention: Helps identify authentic business calls and reduce the risk of spam or scam calls.
- Real-Time Caller ID: Business name is shown instantly as the call rings
- Scalable: Suitable for both small and large enterprises
- Customer Insights: Provides access to analytics on call pickup rates and user interaction trends.
How to Activate Business Name Display
To activate the service, businesses can easily register and update their information on the Airtel Business portal.
Speaking about the launch, Sharat Sinha, Director & CEO, Airtel Business, said,
At Airtel, we continue to innovate towards building communication that is more intelligent, secure, and transparent. With ‘Business Name Display’, we aim to help businesses build credibility and make their identity clear with every call, while giving customers the confidence of knowing exactly who is contacting them. It’s about making communication more trusted, personal, and seamless on both ends.