New Airtel Business tool helps users tell real calls from spam

Airtel Business on Monday rolled out its ‘Business Name Display’ (BND) service to help enterprises improve customer trust and engagement during voice calls.

The service enables businesses to show their brand name on recipients’ mobile screens during outgoing calls, helping users identify calls and distinguish them from spam.

The move addresses the growing problem of spam and fraud calls, which often lead customers to ignore unknown numbers—including legitimate business calls.

With BND, Airtel aims to resolve this by allowing brands to assert their identity upfront, the telecom firm said.

Airtel seeks to “enable communication that is smarter, safer and more transparent. With BND, we’re helping businesses stand out and build trust, while giving customers clarity and confidence,” Sharat Sinha, director and CEO at Airtel Business, said.

In the trial phase, BND supported 12.8 million calls from over 1.5 million numbers across 30 days.

It was deployed by 250 businesses spanning sectors like banking, retail, food delivery, logistics, mobility and quick commerce, showing an increase in customer engagement and call response, Airtel said.

The new service extends Airtel’s ongoing efforts to curb spam calls in India, which include launching a spam-blocking network and running a nationwide awareness drive.