Key takeaways:
- The FBI received over 22,000 AI scam complaints in 2025, with nearly $893 million in reported losses.
- Voice cloning and AI writing tools make scam calls and messages sound real, so customers can no longer rely on instinct alone.
- Branded calling gives customers verified information about the caller before they pick up.
- First Orion customers have reported higher answer rates and fewer declined calls after adopting INFORM® Branded Calling.
Why are customers ignoring business calls?
Customers ignore business calls because they cannot distinguish legitimate calls from scams. A bank, a healthcare provider, and a fraudster can all appear as an unfamiliar number on the same screen. When the cost of answering the wrong call is a drained account, many people choose not to answer any of them.
That choice hurts businesses with good reasons to call: appointment reminders, fraud alerts, payment confirmations, delivery updates. The call is valuable, but the customer has no way to know it.
How are AI voice scams changing what customers expect from a phone call?
AI scams have changed the math for fraudsters and for their targets. The FBI received over 22,000 complaints related to AI scams in 2025, resulting in nearly $893 million in reported losses. Investment scams drove $632 million of that total, roughly 71 percent, and Americans aged 60 and older reported $352 million in losses.
The tools behind these numbers are widely available. AI has made scams cheaper, faster, and harder to detect. Voice cloning lets a scammer imitate a familiar voice, and AI writing tools produce phishing messages that read as polished and personal. The old advice to listen for awkward phrasing or a strange accent no longer protects people.
Customers have responded the way anyone would. They treat every unknown call as a possible threat, and that suspicion extends to businesses that have done nothing wrong.
What is branded calling?
Branded calling works like a smarter caller ID: the business name, department, and reason for the call appear on the customer’s mobile screen, so they see who is calling and why instead of “Unknown Caller.”
First Orion’s INFORM Branded Calling delivers that information through a custom text display of up to 32 characters that works on iPhone and Android devices, keeps the business’s branding in the recipient’s call history, and supports brand reputation. It reaches customers on T-Mobile, AT&T, Verizon, and Boost Mobile, and businesses can activate it without complex integration or special software.
How does branded calling create trust in outbound business calls?
Branded calling creates trust by answering the customer's first question, "Who is this?", before the phone is picked up. Three things make that work.
It replaces uncertainty with identity. A recognized business name is a stronger signal than a phone number, especially when scam calls routinely spoof local numbers.
It gives the customer context. A call reason such as an appointment reminder or a fraud alert tells the customer why the call matters now, which gives them a reason to answer.
It works before the conversation starts. AI voice cloning does its damage once the call is live. Branded calling shifts trust earlier in the process, so customers decide with verified information instead of judging a voice.
What results are businesses seeing from branded calling?
First Orion customers across several industries have reported measurable changes after adopting INFORM.
- Attorney Shield reported a 49.4% improvement in answer rates.
- Arkansas Federal Credit Union reported 21% fewer declined calls.
These results point to the same pattern. When customers can see who is calling, more of them answer, and fewer of them reject the call outright.
How can businesses start building call trust?
Businesses can start with three steps.
- Register your business numbers. Make sure the numbers you use for outbound calls are registered so carriers and analytics partners recognize them as legitimate.
- Add branded calling to high-value outbound calls. Prioritize the calls where an unanswered phone costs the most, such as fraud alerts, payment reminders, and appointment confirmations.
- Monitor your reputation. A number flagged as spam undermines every call it places, so track how your numbers appear to customers. With AFFIRM® Number Monitoring, you can monitor your outbound call display, giving you peace of mind that it’s right, and the ability to act if it’s not.
Scammers will keep adopting AI. Businesses cannot control that, but they can control whether customers recognize their calls. Branded calling gives customers a reason to trust the call, which is what the phone channel needs right now.
Branded Calling Frequently Asked Questions
Who can use branded calling? Branded calling can benefit businesses of any size that make outbound calls. This includes retailers, banks, car companies, call centers, and concierge services. If your business contacts customers, we help ensure those calls are answered while strengthening your brand reputation.
How many devices does First Orion cover? There are nearly 400 million phones in the U.S., including both iPhones and Androids. INFORM Branded Calling reaches customers on any connected in the U.S. and Canada. Our branded calling solutions work across every major U.S. carrier, including T-Mobile, Boost Mobile, Verizon and AT&T.
Is branded calling easy to activate? Yes! With INFORM there’s no complicated integration or special software needed. Since it’s carrier-based, your branded calls reach iPhone and Android users across all major U.S. networks and over 22 million customers in Canada. Need something more custom? We also offer an API for businesses that want to automate.
What’s the difference between INFORM Branded Calling and traditional caller ID? Traditional caller ID is outdated and inconsistent. It relies on a patchwork of databases, and often customers don’t even see it. INFORM enables you to control how your business shows up with caller ID. You can even customize calls by department, such as sales, service, or delivery.
How do I register my business number? It’s easier than you think. Start by registering your number through the First Orion customer portal. Our free business number registration makes it simple! We guide you through the process to ensure your business is verified and your calls are not mislabeled. Register your number(s).
What networks does First Orion serve? All the big ones: T-Mobile, Boost Mobile, Verizon, AT&T, and more. With First Orion, you don’t have to worry about how your calls appear across different carriers. We’ve got it covered for both U.S. and Canadian subscribers with Rogers and Bell carriers.
Ready to show customers who is calling? Learn more about INFORM Branded Calling from First Orion.
Related resources
Branded Calling vs. Unknown Caller IDs: What Sales Teams Need To Know In 2026
Why Business Registration and Verification Are the Foundation of Trusted Business Communications
Protecting Your Call Reputation Before It Costs You Customers
What Is the ROI Of Branded Calling and How Much Can It Lift Answer Rates?
