Branding Beyond Borders: Why the World Needs Branded Calling

The European Landscape: High Stakes and Low Answer Rates 

To bridge this divide, we must consider the realities of the international landscape. In Europe, the stakes for voice security have never been higher. For example, 57 percent of Britons say suspicious calls are becoming more frequent, receiving an average of eight per month. In turn, 28 percent report that they are not confident in spotting a genuine call from their bank¹. 

The financial impact of voice fraud is staggering. Germany lost €267 billion to cybercrime in 2024, with impersonation calls serving as a primary vector². Meanwhile, complaints regarding unsolicited marketing calls in the region rose by six percent in 2025³. In Belgium and the Netherlands, “call-merging” scams—where fraudsters trick victims into merging a fake call with their actual bank—have become a leading threat in the region². 

“In the European market, consumer skepticism has become a massive structural barrier for brands,” said Temim Adwan, EMEA Managing Director at First Orion. “For a global business, the inability to establish a verified identity across borders results in missed connections and a total erosion of customer trust.” 

The AI Arms Race: From Spam to Synthetic Identity 

This crisis is accelerated by the industrialization of fraud. Bad actors are now using generative AI to weaponize the voice channel with precision. 

Security researchers note that fraudsters only need three seconds of audio to create a voice clone with 85 percent accuracy. By the end of 2025, voice cloning crossed the “indistinguishable threshold,” where human listeners can no longer reliably tell the difference between a real person and an AI-generated voice⁵. Recent surveys show that 81percent of organizations have already been targeted by AI-powered fraud, with nearly one in four adults reporting they have experienced an AI voice scam⁴. 

A Sector-Wide Crisis: Finance, Health, and Insurance 

The erosion of the voice channel is hitting critical industries the hardest, where a missed call is service failure and lost revenue.  

• Insurance: In insurance, familiarity is king. A known brand is the primary factor influencing where consumers buy insurance6. When your number is unidentified, you lose the ability to promote that brand. This is a missed opportunity, as 58 percent of consumers still prefer to contact their insurers by phone⁶. 

• Finance: The finance sector is battling impersonation at scale, which makes legitimate outbound calling nearly impossible. This trend is impacting consumers and businesses alike, leaving financial institutions particularly at risk⁷. 

• Healthcare: Deepfake voice impersonations make up 20 percent of AI-driven healthcare fraud techniques⁸. These attempts chip away at doctor-patient relationships and hurt the ROI of outreach programs. 

• Logistics: For delivery services, the first call is the only one that matters for profitability. A single missed delivery attempt costs a logistics operator an average of $18 in wasted fuel and labor⁹. 

Solving Global Fragmentation with Branded Identity 

“The challenge for any multinational business has always been the fragmentation of the global telecommunications world,” said Temim Adwan. “Without branding, a company must negotiate with dozens of individual carriers in every country just to get their name to show up.” 

Our Global Exchange solves this fragmentation by providing a single point of integration. Instead of navigating a maze of international regulations, businesses can reach carriers across Italy, Spain, Belgium, the Netherlands, and beyond through a unified platform. By utilizing CAMARA-standard APIs, we ensure that a “Verified” badge carries the same weight in London as it does in Rome. 

Reclaiming Identity Across Borders 

Branding beyond our borders is the new standard for global commerce. By providing a unified, authenticated voice, First Orion is ensuring that the next time a business calls, the connection is built on trust rather than doubt. 

“Expanding into Europe is more than just a geographic milestone for us,” said Temim Adwan. “It’s about bringing a standardized, secure framework to a market that is hungry for transparency. We are helping businesses reclaim their identity so that consumers, no matter where they are, can answer with confidence.” 

Sources: 

1. Nationwide
2. BioCatch 
3. Bundesnetzagentur (Federal Network Agency) 
4. McAfee 
5. Fortune 
6. Guidewire 
7. The Financial Brand 
8. TruthScan 
9. Veho