Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the views of the Economic Times – ET Edge Insights, its management, or its members

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You’re having a nice fine day and an unexpected call from a random number pops up out of the blue. You take a bet and answer it hoping to be of some value and a bot or sales rep tries to sell you a pre-approved “exclusive” offer.

We’ve all experienced it. Sometimes it’s an offer, at times your bank account is at risk with scam traps. According to a report published by Truecaller, India stands on the fourth number in terms of receiving the highest spam calls, after Brazil, Peru, and Ukraine. The report further reveals that one single spammer made over 202 million spam calls in the country. This implies that over 664,000 people were troubled by spam calls every day and 27,000 people every hour, all from just one phone number. Hence, the issue of spam and scam call traps is way more than we can imagine.

Impact of Spam and Scam Calls in India

93.5% of all spam calls in India are sales or telemarketing calls. On the other hand, one of the common scams is the popular KYC (know your customer) scam. Under this, scammers call you posing themselves as a bank or digital payment service, requesting people for user KYC documents as instructed by the Reserve Bank of India. Other scammers conduct calls to ask people for their banking OTPs, fake lottery declarations to gain bank details, and give lucrative offers to procure an individual’s personal information. They sometimes ask people to download a third-party app that gives the scammers access to an individual’s passwords and other information leading to online thefts and frauds.

In India, the average number of spam calls received by an individual stands at 16.8 and this number totals up to an average of 3.8 billion spam calls per month. This number is the number of spam and scam calls only on Truecaller. Several other spam calls are not reported through Truecaller.

While these calls are troubling to an individual, these have a higher implication. Afraid of the ever-growing problem of scams, spam, and cold calling, as per the findings from Google and Truecaller data, a staggering 90% of the calls from unknown numbers go answered. This as a result is impacting businesses and consumers alike in missing the opportunities for genuine business conversations.

Verified Branded Calls

The silver lining in recent times is that some consumers in tire 1 and 2 cities have been receiving calls from cab and food delivery companies with a verified name, logo, and reason for the call. Thanks to new-age verified caller ID solutions from Google and Truecaller, businesses can now add details like their business name, logo, and reason for calling on the caller IDs of Android and iPhone smartphones. The adoption of branded calls improved over time since their introduction in the Indian market in mid-2020.

Customer-first companies working like Dunzo, Ola, and Swiggy have immediately adopted these branded call solutions. For brands to stand out from spam noise resulting in delightful customer experiences and building efficient processes, they are adapting to the caller ID feature for smartphone brands like One Plus, Xiaomi, Redmi, Oppo, and Vivo. This opens up a wider market and opportunity for businesses to brand their calls and be authentic callers amongst their customers.

Benefits of Verified Branded Calls

Verified branded calls do not guarantee that every call a brand makes will be answered. However, for brands to be able to appropriately structure their campaigns to the right target audience, verified branded calls can help a great deal. When a branded call is successfully implemented, it can be instantly recognized by the caller’s ID, giving consumers the confidence to answer the call.

Businesses report several benefits of using verified caller IDs including trust with branding, increased call efficiency, and enhanced customer experience by having confident and safe conversations.

More companies in India are aiming to brand their calls in the years to come and it’s going to be a basic customer expectation while engaging with businesses.

Written by

Shivakumar Ganesan, Co-founder and CEO – Exotel

Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the views of the Economic Times – ET Edge Insights, its management, or its members

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