Google today is introducing a new feature for Android phones that will help legitimate businesses reach their customers by phone by having their brand name and reason for calling displayed on the Caller ID screen.
The feature, known as “Verified Calls,” will display the caller’s name, their logo, a reason why they’re calling, and a verification symbol that will indicate the call has been verified by Google.
“This is done in a secure way—Google doesn’t collect or store any personally identifiable information after verification,” the company explained in a blog.
The feature is enabled by default in the Google Phone app for Android devices, which comes pre-loaded on many Android phones and will be available for download for more Android devices later this week.
Google says it pilot tested the new feature for a few months before going live and found that verification did increase the chances of someone answering a call. It did not share the specific results.