Branded calling industry survey highlights

A recent independent survey shows a strong consumer preference for answering branded calls. This is important news for enterprise callers and their voice service providers. Let’s have a look.

Survey highlights

The survey was commissioned by Transaction Network Services (TNS) and conducted by KANTAR. The aim was to measure how scam robocalls affect subscriber behavior and their views on branded calling. Here are the highlights:

  • 72% of U.S. adults never answer a phone call from a number they don’t recognize.
    • This is up 5% from 2023.
  • 73% are willing to answer a call if the enterprise name is displayed
  • 75% will answer if the enterprise name and logo are displayed.
  • 78% will answer if the enterprise name, logo, and call reason are displayed.
  • 64% prefer to engage with a phone call over any other method, e.g., apps, websites, or messaging.

Call Answer Likelihood Improves with Branded Calling

bar chart showing answer rates improve with branded calling

Figure 1. Call Answer Likelihood Versus Information Provided

The findings are clear: branded calling can help enterprise organizations reach the people they call more effectively.

More information

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TransNexus is a leader in developing innovative software to manage and protect telecommunications networks worldwide. The company has over 25 years of experience in providing telecom software solutions including toll fraud prevention, robocall mitigation and prevention, CDR and call analytics, advanced call routing, billing support, STIR/SHAKEN, and branded calling.

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