Apple has announced a new business call identification feature, specifically designed to combat phone spam and scams. A feature that will also be available in the Mail app and that, through simple logos, will offer us a safer experience when receiving calls or messages from companies.
Phone spam and scams through calls, emails, and messages have been a growing problem in recent years, affecting both customers and businesses. Apple seeks, with this new feature, to provide a simple yet very effective solution. By integrating directly into the core of our operating systems, we will have more elements to judge whether a communication is genuine.
Apple Business Connect expands with new features
The starting point for this new feature is the expansion of the Apple Business Connect program, which will allow businesses to register detailed information about their operations so that it is visible in various parts of the Apple ecosystem. This program already existed for businesses with physical locations, but from now on it will include virtual businesses, online services, and companies without a physical space.
When this feature becomes available, we will be able to clearly see the identity of the business calling us directly on the iPhone’s lock screen. Business Caller ID will display key information such as the company’s name, its logo, and the department or area from which the call originates. An extra layer of identification that will help us distinguish between legitimate business calls and potential fraud or phishing attempts.
Apple has not limited itself to calls only. Other improvements for businesses will also be implemented, such as the ability to display logos and names in the Mail app. This is in addition to the introduction of these identities to Apple Maps, Siri, and progressively to more parts of the system.
Finally, for now, the personalization of contactless transactions is also arriving. Companies will be able to display their custom logo on the “Tap to Pay” interface, adding a new layer of branding at one of the most sensitive touchpoints.
When will it be available?
The new Business Caller ID feature, which will display information on incoming calls, will be available starting in 2025, while the rest of the features, such as emails with logos and customization in “Tap to Pay”, will begin to roll out earlier, with the arrival of iOS 18.2 at the end of 2024.
Companies that want to take advantage of these features can register for free in the Apple Business Connect program starting today, which will allow them to access these new tools to improve their relationship with customers and offer more secure communications.
The simplicity of this solution is something very remarkable. In a few weeks, the logo accompanying a communication will be another element to judge its legitimacy. While Microsoft is waging war against spam in Outlook and WhatsApp is working to protect its users against the same, with Apple’s system, we are facing a simple system with which both companies and we can enjoy a safer and more efficient communication environment.
