Apple’s new feature lets brands put their stamp on emails and calls to your iPhone

Apple will soon let businesses customize how they appear in emails and calls on the iPhone. Apple announced Wednesday that companies using its Business Connect tool will be able to add their brand name and logo to appear in iPhone apps used for email, calls and payments. Apple first introduced Business Connect last year with the goal of getting businesses' names out there in Maps, Messages, Wallet, Siri and other apps.

Each registered business can verify the accuracy of their information and add additional details like photos and special offers. Collecting verified and up-to-date business information could be useful for Apple if it ever launches its own search engine or internal features for Apple Intelligence instead of sending users to external sources like Google, Yelp, or Meta.

Branded Mail is a feature that businesses can sign up for today before rolling out to users later this year, potentially making it easier to identify emails in a sea of ​​unread messages. In recent years, Gmail has also added authenticated brand logos and checkmarks to indicate that an email comes from a trusted source.

Additionally, if businesses choose Business Caller ID, Apple will display their name, logo, and department on the iPhone's incoming call screen. This function should be useful when you try to know if the random number called spam is called, or is it a legal company. It will start to turn around next year. A small update to Apple's Tap to Pay service will allow businesses to display their company logo instead of just a category icon when accepting payments.