MUMBAI: Is it your bank or just another spam bot? Airtel Business wants to take the guesswork out of answering calls, one display name at a time. The telecom giant has launched Business Name Display (BND), a first-of-its-kind service in India that lets businesses flash their verified brand name on your phone screen during outgoing calls. In a world where unknown numbers trigger suspicion and "Potential Spam" labels trigger instant rejection, this nifty new feature is all about making customer conversations a little less cat-and-mouse.

The move builds on Airtel’s earlier anti-spam crusade, which helped users dodge pesky telemarketers but had the unfortunate side-effect of flagging legit calls from banks, food delivery riders, hospitals, and couriers as possible spam. So while users became savvier, brands got ghosted. BND aims to change that reinstating trust, one branded ring at a time.

Airtel Business director & CEO Sharat Sinha 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.”  

Airtel piloted the feature with over 250 companies across banking, retail, mobility, and delivery services. In just one month, these businesses used 1.5 million plus numbers to make 12.8 million calls, reporting a spike in engagement and answer rates. Because apparently, when people know it’s their pizza or parcel calling they tend to pick up.

The service is easily activated via Airtel Business’s portal, where companies can register and configure their details. No more hiding behind random digits, just clear, verified identity with every ring.

In a world of dodgy dials, Airtel’s Business Name Display could be the caller ID glow-up we didn’t know we needed.