Eltropy, known for its Agentic AI Platform designed for credit unions and community banks, has launched a new feature called Branded Calling. This innovation aims to tackle the growing issue of impersonation fraud by allowing financial institutions to display their verified names and logos on consumers’ mobile phones during calls. The initiative is intended to boost consumer trust and improve call response rates, which have been declining due to the prevalence of unfamiliar phone numbers.
Financial institutions like credit unions and community banks often rely on phone communication for crucial tasks such as collections, loan follow-ups, and fraud notifications. However, unanswered calls can lead to increased workloads for staff and the risk of legitimate numbers being marked as spam. Ashish Garg, co-founder and CEO of Eltropy, emphasized that an institution’s name is one of its most valuable assets in establishing consumer trust, and Branded Calling enhances this trust by providing a recognizable identity during calls.
Research supports the effectiveness of branded identification. An experiment by Twilio found that consumers answered branded calls three times more frequently than unbranded ones, with response rates of 62% compared to 20%. By adopting Eltropy’s Branded Calling, financial institutions can significantly increase the likelihood that important communications reach consumers, while also making it easier to identify suspicious calls.
Currently, Branded Calling is compatible with Android and iPhone devices on T-Mobile and Verizon networks, covering approximately 250 million mobile phones across the United States. Support for AT&T is expected to follow. For customers using other carriers or unsupported devices, calls will continue to connect with the standard caller ID.
To activate Branded Calling, participating credit unions and community banks must undergo a verification process that involves confirming business identity and checking logos against trademark registries. The technology employs STIR/SHAKEN protocols to authenticate calling numbers and uses Rich Call Data to display verified information on compatible devices.
The launch of Branded Calling addresses two pressing concerns for community-focused financial institutions: enhancing consumer protection against impersonation scams and improving the effectiveness of essential customer communication. As branded identification gains broader support, it could play a crucial role in strengthening institutional recognition and reducing 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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