Core Insights - TELUS partners with TransUnion to implement Branded Call Display (BCD), enhancing customer engagement and protecting against call spoofing and fraud [1][2] - A TransUnion survey indicates that 70% of Canadian consumers are likely to answer calls from businesses displaying verified names and logos, while 61% have missed legitimate calls due to fraud concerns [6] Company Collaboration - The partnership aims to provide TELUS customers with rich call content, including business name, logo, and reason for the call, improving the customer experience [1][2] - This collaboration builds on previous successful initiatives, including the first international calls authenticated by STIR/SHAKEN protocols [2] Market Need - The solution addresses a critical need in the Canadian market, where consumers are increasingly concerned about fraud and unwanted calls [2] - Canadians prefer phone calls for critical communications, with 62% for personal matters, 55% for urgent circumstances, and 52% for high-value decisions [6]