Restoring Trust in the Voice Channel: Branded Calling Insights 2024

As bad actors gain access to artificial intelligence (AI), their robocall and robotext scams have become increasingly more sophisticated. AI enables advanced impersonation scams, in which scammers mimic the voices of consumers, business executives, law enforcement officials or even the victim's loved ones to steal money or sensitive personal information.

These robocalls have eroded trust in the voice channel as 68 % of Americans now refuse to answer calls from unknown numbers.

High-touch industries such as financial services, healthcare, insurance, retail and hospitality are particularly vulnerable to consumer mistrust. These sectors rely heavily on the voice channel to provide timely updates and critical customer communications. The surge in robocall scams creates a pressing need for robust solutions that protect businesses' outbound communications and their customers' data while increasing customer engagement.

Branded calls - outbound calls equipped with critical information like a business' brand name and logo - have emerged as the leading solution for restoring trust in the voice channel.

To showcase the growth in branded calling, TNS has released a new eBook, Branded Calling Insights 2024 - A Review of Branded Calling Adoption , which delivers unique, data-driven insights on how branded calling solutions were utilized throughout the year and what lies ahead for 2025.

Branded Calling Growth Across Industries

TNS Enterprise Branded Calling experienced remarkable growth in 2024. Over 5,800 businesses use the solution to help their customers identify more than 1.8 million telephone numbers across the US. TNS' solution saw a 221% increase in branded calls throughout the year. By November, TNS delivered 124 million branded calls in a single month, more than doubling January's volume of 55 million. This explosive growth underscores businesses' commitment to restoring trust in the voice channel.

From an industry perspective, healthcare organizations deployed the most branded calls, accounting for one in six branded calls delivered by TNS in 2024. Financial services closely followed, with a 101% year-over-year increase in branded calls delivered.

Enhancing Customer Protection with New Branded Calling Additions

In 2024, TNS introduced several new branded calling product features to enhance the effectiveness of the TNS Enterprise Product suite and strengthen businesses' consumer protection efforts:

• TNS Enterprise Authentication and Spoof Protection: Ensures that only authenticated calls are delivered to the end customer, instantly blocking any telephone number spoofing attempts.

• TN Insights: Provides actionable intelligence on calling behaviors by enabling enterprises to monitor telephone number reputations, detect potential spoofing issues and optimize customer engagement.

Looking Ahead to 2025

As bad actors continue to evolve their tactics, businesses must stay ahead. The eBook outlines several trends and innovations expected to shape branded calling in 2025, including call reason integration, adoption by small and medium-sized businesses and zero trust operations with greater frequency.

For a deeper dive into the trends, data and insights driving the future of branded calling, download Branded Calling Insights 2024 - A Review of Branded Calling Adoption today .

Jim Tyrrell is Vice President of Global Product Strategy at TNS with specific responsibility for TNS' Communications Market.

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