USCellular and TNS Expand Access to Rich Call Data for Businesses

At a time when the voice channel is under constant threat from robocall bad actors, businesses are searching for reliable and secure outbound communications solutions to protect their brand and improve customer engagement.  Solving that pain point requires a collaborative commitment between industry leaders and service providers to deploy innovative solutions that strengthen the voice calling ecosystem. 

With that shared goal in mind, UScellular is now an approved partner for TNS Enterprise Branded Calling, expanding the footprint of our branded calling solution for businesses across the country. As an approved partner, TNS Enterprise Branded Calling customers can now present rich call data information on incoming call screens for UScellular subscribers, without requiring a mobile application.  

This expands the current reach of TNS Enterprise Branded Calling, which already includes coverage on Verizon, AT&T and T-Mobile.  

Why Rich Call Data is Critical to The Customer Experience 

Businesses in ‘high-touch’ industries that rely on the voice channel to communicate with their customers – such as healthcare, financial services, retail and hospitality – are under siege from fraudulent robocalls and telephone number spoofing attempts.  

As bad actors continue to use increasingly sophisticated tactics, including artificial intelligence, to spoof legitimate business numbers, enterprises need a way to mitigate the damage caused by these unwanted robocalls to their ability to engage with their customers.   

TNS Enterprise Branded Calling is currently used by more than 6,000 with over 1.8 million telephone numbers registered to deliver rich call data. Our market-leading solution presents rich call data experiences that include businesses’ verified brand name and logo on incoming call screens. Branded Calling gives consumers greater confidence to answer and engage with incoming calls, enabling enterprise call agents to drive better business outcomes. 

Benefits of Rich Call Data Experiences 

TNS Enterprise Branded Calling offers businesses several key advantages, including helping to achieve: 

• Higher Answer Rates: Rich call data helps customers instantly identify businesses, increasing the likelihood of answered calls. 

• Stronger Brand Loyalty: Providing your brand’s logo on the incoming call screen, enhancing customer experience and strengthens brand trust. 

• Improved Call Durations: Branded call screens build trust, preparing consumers to engage in the call resulting in better outcomes. 

In 2024, a major national bank faced a large-scale phishing attack impacting millions of customers. This prompted the bank to deploy the TNS Enterprise Product Suite, which helped validate legitimate calls, block fraudulent ones and begin branding calls. Within five months of deployment, over 130,000 calls were blocked. By the third month of using TNS Enterprise Branded Calling, call durations had increased by 13%. 

Growing Demand for Branded Calling Solutions 

Over the past year, adoption of TNS Enterprise Branded Calling has surged as businesses increasingly recognize the importance of rich call data experiences in building customer trust and improving call conversion rates. 

In 2024, TNS delivered over one billion branded calls  and helped block or label more than three million spoofed calls. We achieved broad-based growth in market penetration, with a significant year-over-year increase in the number of branded calls delivered to high-touch industries. 

We, at TNS, are grateful that USCellular has become an approved TNS Enterprise Branded Calling partners, enabling more subscribers to receive rich call data experiences from brands they trust. 

Mike Schinnerer is Vice President of Product Management at TNS with specific responsibility for TNS Communications Market.