A new report from TransUnion says that 61 per cent of Canadians have avoided calls in the past over fears of spam. To help combat this, Telus is adding a new caller ID system to its network to help actual businesses and people show up when they’re calling someone who doesn’t already have their number.
If the company has chosen to share its information, this service should even show the business’s logo on supported devices. If you have a business and want to be verified for the service, you can contact TransUnion to sign up.
“For businesses, Branded Call Display will enable them to restore trust in the phone channel, reach more customers, enhance engagement and protect them from call spoofing and fraud,” said Juan Sebastian D’Achiardi, regional president of TransUnion Canada
This builds on the STIR/SHAKEN framework for detecting and verifying phone numbers. It was implemented in 2019 but hasn’t fully lived up to its promise of reducing scam calls. That protocol was spread across all the major carriers, so ideally, we’ll see this new Branded Call Display tech become the norm as well.
Scam calls have become a huge problem in Canada over the last 10 years. A recent Maclean’s story from March 2025 claims that even the RCMP are struggling to keep up with the breadth and speed at which these fraudsters operate.
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