• This innovative Orange service integrates a unique triple security system against identity spoofing, reducing telephone fraud risks and strengthening user trust.
• For the calling company, it improves reachability rates, providing a competitive advantage for communicating with customers and prospects. The solution is scheduled for deployment in France during 2026.
The effectiveness of the telephone as a customer relationship channel suffers from a loss of trust caused by the proliferation of unwanted commercial calls. Smartphone users, increasingly wary of unknown calls often associated with spam or fraud, tend to ignore them. This distrust lowers answer rates and penalizes legitimate businesses in their interactions with customers and prospects.
Displaying the company name on the recipient’s screen multiplies the answer rate for concerned businesses by five
At Mobile World Congress 2026, Orange is demonstrating a solution to this problem. Branded Calling displays the verified brand name of the calling company on the called person’s screen, allowing users to decide whether to accept a call. Result: displaying the company name on the recipient’s screen multiplies the answer rate for concerned businesses by five. The solution strengthens trust and security in mobile communications while improving customer relationships in a simple and effective way.
Reducing Telephone Fraud Risks
Beyond displaying the company name, the solution integrates a triple anti-spoofing system to guarantee maximum security:
- Thorough verification of the company’s identity and reputation (vetting);
- Display of the company name only for calls with the highest level of calling number authentication (MAN technology for Number Authentication Mechanism);
- Verification of fraudulent calls using the Orange Téléphone database.
The other innovation of this solution lies in its direct integration at the heart of Orange’s 4G/5G mobile network, enabling massive and immediate deployment without requiring an additional application or specific configuration.
At MWC 2026, visitors can see firsthand the difference between a standard call and a branded call, with the display of the calling company’s name. The demonstration highlights the security and anti-spoofing mechanisms and allows visitors to customize the experience by choosing the label to display.
Orange is developing the solution in partnership with Real Networks for managing and opening to reseller partners the database associating company numbers with their identification labels, in compliance with international telephony standards. This data is synchronized with Orange’s network platform, which performs the customized display during calls.
This type of solution must both restore customer trust in calls made by companies, undermined by telephone spam, and improve customer reachability by companies, whose rate has significantly deteriorated in recent years. Already launched in several countries, Branded Calling is being deployed and is planned for France during 2026. Guillaume Cayatte, Business Owner Telco API at Orange France, is convinced: “In 2026, large-scale Branded Calling will be a reality in France. And by 2030, one-third of calls will be branded. Companies that adopt it before their competitors will have a considerable advantage: smoother customer relationships, better conversion rates for telephone sales.”
This text has been translated by an artificial intelligence.
Guillaume Cayatte
