First Orion, a leading provider of branded communications solutions, announced a partnership with Vodafone to introduce network-based INFORM Branded Calling capabilities for enterprise customers across the United Kingdom. The collaboration, announced on May 5, 2026, aims to help businesses clearly identify themselves during calls and improve answer rates amid rising consumer distrust of unknown numbers.
The launch arrives at a critical time for the UK market, where scam calls are a daily concern and consumers are increasingly reluctant to answer unverified numbers. This trend has made it challenging for legitimate businesses to reach customers. By utilizing Vodafone’s CAMARA-based network APIs, the solution verifies and brands calls, enabling enterprises to present verified, recognizable identities at scale across Vodafone’s network.
“This partnership with Vodafone marks a significant step in restoring trust in phone communications in the UK,” said a First Orion spokesperson. “By integrating directly at the network level, we can ensure that calls from legitimate businesses are clearly identified, reducing the risk of being ignored or blocked.”
Vodafone’s adoption of CAMARA APIs, an open-source standard for network programmability, allows for seamless integration of branded calling without requiring changes to enterprise infrastructure. This approach is expected to accelerate deployment and provide a consistent experience across mobile networks.
The announcement builds on First Orion’s existing relationships with major US mobile carriers and Fortune 500 companies. The company’s suite of branded communication solutions includes advanced analytics for call program optimization and real-time fraud detection. For more information about First Orion, visit firstorion.com.
Industry analysts note that branded calling could significantly impact customer engagement metrics. According to recent studies, calls displaying a verified business name and logo see answer rates increase by up to 30%. With Vodafone’s extensive UK customer base, the partnership could set a precedent for other European carriers.
The full announcement, including downloadable images and bios, is available here.
First Orion continues to expand its global footprint, focusing on delivering trust and transparency at scale. This partnership with Vodafone underscores the growing demand for network-based verification solutions in markets plagued by phone scams.
