As financial institutions struggle with rising impersonation fraud and consumer skepticism towards unknown numbers, Eltropy has unveiled a new feature called Branded Calling to bolster trust and communication effectiveness. Designed specifically for credit unions and community banks, this feature allows these institutions to display their verified name and logo on consumers’ mobile phones during calls. This initiative aims to help individuals distinguish legitimate calls from potential scams, thereby increasing the response rates to important calls.
Credit unions and community banks heavily rely on telephone communications for tasks such as collections, loan follow-ups, fraud notifications, and customer service callbacks. However, unanswered calls can result in repeated call attempts, additional workload for staff, and the potential mislabeling of legitimate numbers as spam. Ashish Garg, co-founder and CEO of Eltropy, emphasizes the importance of a financial institution’s name as a trust-building asset. Branded Calling is designed to extend the assurance already provided through customer verification methods like passcodes and security questions.
According to Dibyendu Roy, Senior Director of Product at Eltropy, unanswered calls not only add operational costs due to redials and voicemail follow-ups but also risk damaging the reputation of the institution’s phone numbers. Consumer response data supports the effectiveness of branded identification; a study by Twilio found that branded calls were answered three times more often than unbranded ones, with response rates of 62% versus 20%.
Currently, Branded Calling is compatible with Android and iPhone devices on T-Mobile and Verizon networks, which collectively cover around 250 million mobile phones in the United States. Support for AT&T users is anticipated soon. For customers using other carriers or unsupported devices, calls will continue to connect normally, showing only the standard caller ID.
Before activating this feature, participating financial institutions must complete a verification process, including confirming their business identity and verifying their logo against trademark registries. The technology employs STIR/SHAKEN protocols for number authentication and Rich Call Data to present verified names and logos on compatible phones.
The introduction of Branded Calling addresses two critical priorities for community-focused financial institutions: enhancing consumer protection from impersonation scams and making essential communications more effective. As support for branded identification expands across mobile networks and devices, this feature could significantly strengthen institutional recognition and reduce the uncertainty associated with unknown callers.
About Eltropy
Eltropy is the Agentic AI Platform for Credit Unions and Community Banks. We bring humans and AI together to serve communities better. From answering a question to resolving a request, AI agents handle the routine tasks working alongside your team that provides the human touch. Built-in Safe AI guardrails and a human-in-the-loop approach ensure AI operates within policy and people remain in control. More than 750 financial institutions trust Eltropy to drive growth, experience, efficiency, and compliance. Visit eltropy.com to learn more.
Steve Jensen
Eltropy
[email protected]
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