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, and only works on Android phones.

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

Now, in addition to a business's name and logo, AT&T users will also see a short prompt explaining the reason for the call (e.g., 'Appointment Reminder,' 'Customer Inquiry'). A TransUnion survey showed 73% of users are more likely to answer calls with the business' name and logo displayed.