Customers on AT&T’s network are getting one more tool to help them decide when to pick up the phone: an indication of why a business is calling you, right from the incoming call screen. It’s a continuation of the branded calling feature that AT&T and TransUnion introduced last year,

Reason for Call is a new add-on to the Branded Call Display feature that launched last year. And it's available only on Android.

Adding the reason for the call is expected to further boost answer rates, giving consumers more confidence in accepting legitimate business calls. You, as an AT&T customer, don't need to download any additional apps or take extra steps — the feature is automatically integrated into the AT&T network.