By Townhall Chicago News Staff
Chicago-based TransUnion announced Thursday that its Branded Call Display product was named one of TIME magazine’s Best Inventions of 2026 in the Connectivity and Communication category.
The technology allows businesses to display their name, logo and reason for calling on a consumer’s phone screen, aiming to combat the distrust created by an estimated 50 billion fraudulent robocalls each year, according to a company news release.
“Rampant fraud has created a serious trust problem for the phone channel, to the point that consumers ignore important calls they’re expecting simply because they don’t recognize the number,” James Garvert, executive vice president of Fraud and Communications Solutions at TransUnion, said in the release. “Branded Call Display restores that trust for consumers and creates a new opportunity for businesses to promote and protect their brands.”
The system authenticates calls in real time, helping protect consumers from spoofing and impersonation scams while improving engagement for businesses, according to TransUnion. Unlike traditional caller ID, which bad actors can spoof, or alternatives requiring an app download, Branded Call Display operates through participating telecommunications networks.
TransUnion, traded on the New York Stock Exchange under the ticker TRU, said the solution has delivered more than 7 billion branded-call impressions across major wireless networks. Organizations in banking, health care, insurance and government have reported a 105 percent lift in answer rates, increases of up to 40 percent in callback rates and an 83 percent increase in offer conversions, according to the company.
The company also played a role in establishing STIR/SHAKEN as an industry standard for call authentication and developed Branded Call Display to build on that infrastructure, according to the release.
Beyond the U.S., TransUnion has deployed the product in Canada, Brazil and India, reaching more than 1 billion mobile subscribers.
TransUnion is a global information and insights company with more than 13,000 employees operating in more than 30 countries, according to the company. Its headquarters are in Chicago.
The TIME Best Inventions list recognizes products and ideas that are changing the way people live, work and interact. The Connectivity and Communication category honors technologies that transform how people connect and collaborate.
TransUnion offers Branded Call Display through its Trusted Call Solutions suite, which the company describes as a set of tools designed to reduce fraud and improve customer engagement.
The recognition highlights Chicago’s continuing role as a hub for technology development, with several major firms in financial technology and data analytics headquartered in the city.
Source: TransUnion Newsroom
