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,

AT&T is rolling out a new feature that will let Android wireless customers know why a business is calling them.

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.