Apple introduced some new tools to its Apple Business Connect program that could be useful for the everyday consumer. The most notable update is the introduction of Business Caller ID. When this feature rolls out next year, companies of any size can register to have their name, logo and department appear when they contact customers. In practice, that can help people distinguish between a phone call from a legitimate business and spam.

Apple Business Connect allows companies to have more control over how they appear within different apps across the Apple ecosystem. In 2023, Apple offered businesses customization for their listings in Maps, Messages, Siri and Wallet. Today’s updates make Business Connect branding tools available to any company, including those without a brick-and-mortar location. In addition to the eventual rollout of Business Caller ID, the program is also adding brand info within the Mail and Phone apps. Participating companies can also add their logo to the Tap to Pay feature for contactless payments.

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