Eltropy has launched a new feature called Branded Calling, aimed at helping financial institutions like credit unions and community banks enhance consumer trust by displaying their verified name and logo on consumers’ mobile phones during calls. This service is designed to combat impersonation scams and improve call response rates by replacing unfamiliar phone numbers with recognizable institutional identities.
The introduction of Branded Calling comes as financial institutions struggle with the growing challenges of impersonation fraud and declining consumer confidence in calls from unknown numbers. Credit unions and community banks frequently use phone communication for purposes such as collections, loan follow-ups, fraud notifications, and customer service callbacks. Unanswered calls, however, lead to repeated attempts, increased staff workload, and the risk of legitimate institutional numbers being labeled as spam.
Ashish Garg, co-founder and CEO of Eltropy, emphasized the importance of a financial institution’s name in establishing consumer trust. He noted that Branded Calling extends the assurance already provided through customer verification methods like passcodes and security questions. Dibyendu Roy, Senior Director of Product at Eltropy, added that unanswered calls result in operational costs and impact the reputation of institutional phone numbers.
Data from an experiment conducted by Twilio suggests that branded identification significantly improves call response rates, with consumers answering branded calls approximately three times more often than unbranded ones, yielding response rates of 62% compared to 20%. Eltropy’s new feature aims to increase the likelihood of important communications reaching consumers while making suspicious calls easier to identify.
Branded Calling is currently compatible with supported Android and iPhone devices using T-Mobile and Verizon networks, covering around 250 million mobile phones in the United States. Support for AT&T is expected to be available soon. Calls to customers using other carriers or unsupported devices will continue to connect normally and display standard caller ID.
Before activation, participating credit unions or community banks must complete a verification process, including confirming the institution’s business identity and checking the logo against trademark registries. The technology employs STIR/SHAKEN to authenticate the calling number and uses Rich Call Data to display the verified institution name and logo on compatible devices.
This new feature addresses dual priorities for community-focused financial institutions: improving consumer protection against impersonation scams and enhancing the effectiveness of essential customer communication. As branded identification becomes more widely supported across mobile networks and devices, it could help institutions strengthen recognition and reduce uncertainties 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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