Apple Will Let Verified Businesses Display Logos in Apps Like Mail, Phone, and Wallet

[MacRumors]

Apple today announced an update to its Apple Business Connect feature, designed to allow any verified business to create a consistent branding and location presence across apps that include Maps, Wallet, Phone, and Mail.

Using Business Connect, companies are able to sign up to display their brand in the Phone app when a call is placed to an iPhone user, or in the Mail app to make an incoming email more recognizable. Businesses can sign up for Branded Mail today, with logos appearing to customers later this year when iOS 18.2 is released.

In 2025, companies will be able to use Business Caller ID, which will show their name, logo, and department on an inbound call screen.

There's also now an option for businesses to display their logo in Tap to Pay on iPhone, rather than a category icon. Apple says this change will help customers ensure they're making a payment to a verified business.

Businesses have been able to claim and manage their location place cards for Maps using Business Connect, but now Business Connect is also available to businesses that operate a service or that operate online without a physical location.

More information on signing up for Business Connect can be found on Apple's website.

Article Link: Apple Will Let Verified Businesses Display Logos in Apps Like Mail, Phone, and Wallet

 

[markfc]

BIMI or Apple’s own implementation?

 

[bowens]

I didn't like the headline but now that I see what it is, that's fine.

 

[infiniteentropy]

Good thing this will never be exploited to scam people.

</s>

 

[sw1tcher]

Using Business Connect, companies are able to sign up to display their brand in the Phone app when a call is placed to an iPhone user, or in the Mail app to make an incoming email more recognizable.

In 2025, companies will be able to use Business Caller ID, which will show their name, logo, and department on an inbound call screen.

Will this help with spoofing though?

Funny enough, 1-408-614-9305 isn't even a Walgreen's Customer Sevice number.

 

[jclardy]

Interesting, though I wonder if they will actually verify the senders/callers. If someone spoofs walgreens phone number, will they show up with this fancy logo?

 

[dannyyankou]

When are we getting that new fancy mail UI we keep seeing screenshots of? We keep getting teased lol.

 

[ifxf]

So can the user disable this? Especially don’t like the contact logo appearing in mail.

 

[WarmWinterHat]

Interesting, though I wonder if they will actually verify the senders/callers. If someone spoofs walgreens phone number, will they show up with this fancy logo?

We already have shaken/stirred verification with the little checkmark. Don't show unless it passes?

 

[G3Blue]

Thanks, I hate this.

 

[t0rqx]

I got some insider news that Mark Gurman doesn't even have. I have a cousin working in the marketing department and they are introducing this free the first two years. After that they will charge business for this as part of their service revenue scheme.

 

[madmin]

BIMI or Apple’s own implementation?

I kind of doubt they are using BIMI. Firstly, there are at least two different groups working on BIMI specs and last I heard it still had issues that need sorting out. Secondly, Apple probably want a gatekeeping role.

 

[ikramerica]

Good thing this will never be exploited to scam people.

</s>

The point is to try to stop scamming.

The problem is, as soon as it gets hacked or otherwise phished, then people will believe they are safe sending money to Albania thinking it’s the gas company.

 

[Havalo]

The team at NSO is likely to appreciate this development. I have no doubt they will discover a method to incorporate their Pegasus 'software' into the logo…

 

[sir1963nz]

Awesome... advanced notice not to upgrade my iPhones software.
Hey Apple, get back to knowing us users are your customers, not your product.

How about doing something useful like getting "books" to be anything but and abandoned bastard child that no one loves and make it something functional. Its so bad I am looking at getting Kindle for my ebook reader as opposed to the iPad because then I can use a MODERN piece of software to manage my books, PDFs, Manuals, etc etc etc.

Either fix it, or dump it and get out of the way so we can get the likes of Calibre on our devices. And NO I do NOT want Amazon etc spyware on my devices

 

[Lounge vibes 05]

When are we getting that new fancy mail UI we keep seeing screenshots of? We keep getting teased lol.

18.2 in December.

 

[Rydawg96]

So can the user disable this? Especially don’t like the contact logo appearing in mail.

Why? Easier to differentiate legit emails from scammers if they have a verified logo.

 

[Avenged110]

I hope this can be disabled. It's just another expansion of Apple's annoying obsession with showing space-wasting tiny contact photos everywhere. At least some of those can be turned off.

 

[thejoshuabradshaw]

Oh good, now I can stop doing this with my CDO.

 

[teflonthedon]

Interesting, though I wonder if they will actually verify the senders/callers. If someone spoofs walgreens phone number, will they show up with this fancy logo?

I’m sure they have some sore of end to end token or something to communicate the authenticity of the call packet

 

[Geoffb9]

Excellent.

 

[russell_314]

The point is to try to stop scamming.

The problem is, as soon as it gets hacked or otherwise phished, then people will believe they are safe sending money to Albania thinking it’s the gas company.

No amount of fancy logos or caller identification is going to stop scams. The only thing that will help is consumer education. Don’t give strangers your personal information. If someone calls or emails, you don’t know who they are so they are a stranger. With AI even voice recognition isn’t sufficient. If everyone can remember that, then we would be a lot better off.

 

[MilaM]

If this is susceptible to phone number spoofing, it sounds like a very bad idea.

 

[Mrkevinfinnerty]

Well this all seems horrid.

 

[needsomecoffee]

Coud Apple please, PLEASE extend this to using Trademarks to limit App Store searches. It is incredibly frustrating/frightening to search on a Trademarked word to find an app, and have the actual app be rows down in the listing because scam apps have linked to that search term. I honestly have a hard time with this. If Apple will not limit search results to the TM owner, at least highlight the TM owner's app with a different background color or something. Thx Tim.