Apple previews new iPhone features including enhanced caller ID for businesses and brand logos in Mail

Apple today announced an extension of the Apple Business Connect program, which allows companies to submit information about their businesses to Apple to be surfaced in Apple Maps, Siri and increasingly more places across the operating system.

In iOS 18.2, the Mail app will be able to show brand logos next to emails from participating businesses. Next year, the Phone app will be able to identify the incoming call from a business with a logo badge and descriptive name. The enhanced caller ID and branding will help users distinguish legitimate communications from spam and phishing attempts.

Apple Business Connect was previously limited to businesses that had brick-and-mortar physical locations. As part of the changes announced today, the program is expanded to include virtual, online, and services businesses too.

The new Branded Mail features means iPhone users will see email from businesses annotated with a distinctive company logo and brand name in the Mail app. Businesses can sign up to participate today, and the functionality will roll out later this year as part of iOS 18.2.

For the first time, businesses can also have their custom art appear in the Tap to Pay interface, when using iPhone to accept contactless transactions.

As part of an iOS update coming in 2025, Business Caller ID will help iPhone users avoid spam calls, and speak to businesses with confidence of their legitimacy. When it is launched, verified calls from businesses will be indicated directly on the iPhone lockscreen, with the call info featuring their corresponding company name, logo and department label.

Apple Business Connect is completely free to join. If you are a business interested in offering these riche integrations with Apple’s platforms, sign up with a free Apple Account at businessconnect.apple.com.