Apple Inc (NASDAQ:AAPL, ETR:APC). is introducing a new set of features aimed at preventing scams, amid criticism directed at the Federal Government for allegedly "wasting taxpayer dollars" by spending A$150,000 on a big four consultancy to advise on the implementation of an SMS sender ID register.
The US technology giant is enhancing its Business Connect service, a free tool that enables businesses to display verified logos across emails, phone calls and Tap to Pay on iPhone transactions.
These new features are intended to help consumers differentiate between legitimate businesses and scammers, functioning similarly to the government’s proposed SMS sender ID register.
“We designed Business Connect to empower businesses to present the best, most accurate information to Apple users,” Apple senior director of internet software and services product David Dorn said.
“With today’s updates, we’re helping even more businesses reach customers, build trust and grow.
“We’re excited to offer all businesses – including those without a physical location – the ability to create a brand that appears across the Apple apps that over a billion people use every day.”
Government accused of wasting money
The announcement coincides with the Australian Government’s ongoing analysis of whether an SMS sender ID register should be mandatory. This initiative is part of a larger government effort to combat scams, following reports of significant financial losses by Australians last year.
“So to send out mass SMSs using a brand name, you will have to have your number on the register and the number and (if) the number doesn’t match the name, your call will be blocked. It’s a process operating in Singapore. In the UK it’s a voluntary system. Ours will be mandatory,” Assistant Treasurer Stephen Jones told the National Press Club in July.
The government has spent more than $67 million this year in its ongoing 'war on scams', targeting fraudulent activities. This comes in response to reports from 601,000 Australians who collectively lost $2.74 billion to scams last year, Jones said.
Meanwhile, Apple has updated its Business Connect service to allow companies to display verified logos and brand names on emails, helping customers identify legitimate communications from potential scams.
This update is part of Apple’s broader effort to assist businesses in maintaining a consistent brand presence across Apple apps. David Dorn, senior director of internet software and services at Apple, stated that Business Connect empowers businesses to present accurate information and build trust with customers.
Originally launched last year, Business Connect allowed businesses to claim and manage their location cards across apps like Apple Maps and Wallet. The service has now been expanded to include online-only businesses, offering features such as branded email logos and caller ID for inbound customer calls. These features will allow businesses to display their logos when accepting payments or contacting customers, further enhancing trust.
Apple says businesses can register for Business Connect via an Apple account and customise their brand for free.