AT&T has introduced a new feature that allows its customers to see why a business is calling them, right from the incoming call screen. This feature, which only works on Android phones, is an extension of the branded calling feature that AT&T and TransUnion introduced last year.

The feature enables businesses to display a message, such as "refill reminder" or "delivery service," when they make a call to an AT&T customer. This message will also appear on the call details page, providing customers with more context about the purpose of the call. The best part is that customers don't need to do anything to see the message; it will simply pop up on their screen.

In theory, this feature should help customers decide whether or not to pick up a call from a business. For instance, if a pharmacy is calling to remind you about a refill, you'll know exactly why they're calling and can plan accordingly. Similarly, if your DoorDash driver is calling to let you know they've arrived, you'll be prepared to receive your delivery.

The feature relies on the STIR/SHAKEN protocol, which is responsible for helping carriers label potential spam calls. It's also part of Android's Verified Calls feature, which Google first tested in Brazil a few years ago. Now, AT&T is bringing this capability to its customers in the US.

However, it's worth noting that this feature is currently limited to Android phones, which means that many AT&T customers in the US who use iPhones won't be able to take advantage of it. According to James Garvert, senior vice president of TruContact Communications Solutions at TransUnion, "we expect that capability to become standard on all mobile devices over time."

This development is significant because it highlights the ongoing efforts of carriers and technology companies to improve the calling experience for customers. By providing more context about the purpose of a call, businesses can increase the chances of their calls being answered, and customers can make more informed decisions about which calls to pick up.

As the telecommunications industry continues to evolve, it will be interesting to see how features like this one shape the way we interact with businesses and each other. With the rise of spam calls and robocalls, any innovation that can help customers feel more confident and in control of their calling experience is a welcome development.

In the meantime, AT&T customers with Android phones can start enjoying this new feature, which should make it easier for them to manage their calls and stay connected with the businesses that matter to them.