Neither the government could prevent SPAM calls from causing trouble, neither with the measures it took one after the other nor with its different practices. Solutions have been available for years, but none are powerful enough to make it profitable to continue doing them. But now there is a movement that could completely change the landscape.

Apple will identify SPAM calls. This isn’t just any company. The iPhone phone app will be updated starting early next year to add a very useful function: detect when a call is SPAM and let us know before answering.

How will it work? The tool is called Business Caller ID and is an update that will allow iOS users to receive information about incoming calls.

Interested companies and businesses will be able to have their name, logo and customer service department represented in the calls. This will allow the user to know whether a search is legitimate, SPAM, or belongs to a particular company.

There is already something similar on Android. The Google Phone app comes pre-installed on the Pixel from the factory, as well as on Motorola or Xiaomi terminals. It has a very effective anti-spam filter.

Another brand that has a filter in its phone app is Samsung, whose Galaxy phones have a call blocker against scammers. In this case, Samsung uses the Hiya application database for its system. Apple will work with its own database.

It’s part of a bigger plan. The feature on the phone app is part of the Apple Business Connect program. As the company explains, Apple wants to connect its users with businesses not only in the phone app, but also through Apple Maps, Wallet and Mail.

Businesses add their information and logo to this program, and Apple displays it in its apps. The information that appears in the Tap & Pay app on iPhone when you go to checkout.

In the footsteps of Google. “This is why I never switched to iPhone,” said my colleague Pepu Ricca. It refers to Google’s filter to stop spam calls. A feature that is highly appreciated by Android users will soon come to iOS.

Apple not only wants to match Google’s offerings with its searches, but it’s also the first step in increasing the list of businesses it will work with directly. Google has it easy with Maps, but Apple has much less exposure to small businesses. This spam filter is as good a reason as any.

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