Airtel Business unveiled a new service called Business Name Display (BND), a first-of-its-kind solution designed to help enterprises improve call transparency and strengthen customer trust.
The innovative feature allows companies to show their brand name on the recipient’s mobile screen when making outgoing calls. The aim is to help users instantly recognize legitimate business calls, reducing the chances of them being mistaken for spam or scam attempts.
The introduction of BND comes amid rising concerns over spam and fraudulent calls in India. Increasingly, consumers have begun ignoring unfamiliar numbers—including important calls from banks, healthcare providers, and delivery services—out of caution. Airtel’s BND seeks to address this by enabling brands to assert their identity at the outset of a call.
“Airtel is committed to creating a communication ecosystem that is smarter, safer, and more transparent,” said Sharat Sinha, Director & CEO of Airtel Business. “With Business Name Display, we’re empowering businesses to be instantly recognizable, making interactions more secure and trustworthy for customers.”
During its pilot phase, the service handled 12.8 million calls using 1.5 million numbers over 30 days, involving 250 companies across diverse sectors such as banking, logistics, food delivery, retail, and mobility. According to Airtel, the results indicated a notable increase in customer response rates and engagement.
The BND service enhances previous anti-spam initiatives by Airtel, including an AI-driven spam detection network and a national awareness campaign. While these efforts have made users more vigilant, they also contributed to genuine business calls being inadvertently ignored or flagged as spam.
With BND, businesses gain the ability to:
- Clearly identify themselves to customers during calls
- Enhance brand visibility and trust
- Increase the chances of successful customer interaction through better call context
To enable BND, companies can register and configure their brand information through Airtel Business’s dedicated online portal.
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