First Orion and Vodafone expand branded calling across Europe with Ireland launch

First Orion and Vodafone are expanding their branded calling partnership into Ireland, extending network-based INFORM Branded Calling to enterprise customers in the market.

The Ireland launch builds on deployments in the United Kingdom and Germany, giving businesses another way to present a recognisable identity when making calls to customers.

The expansion comes as businesses across Europe face a growing challenge in reaching customers who have become increasingly cautious about unfamiliar or unverified calls.

Branded calling reaches Ireland

Through INFORM Branded Calling, enterprises can present recognisable business information when contacting customers, giving recipients greater context about who is calling.

First Orion says the Ireland deployment extends its growing branded calling footprint across Vodafone's European networks and forms part of a broader strategy to make trusted business communications more consistent across markets.

For businesses operating across borders, the ability to maintain a consistent identity across customer communications can become increasingly important as consumers become more reluctant to answer calls from unknown numbers.

Building on the UK and Germany

Ireland follows earlier branded calling deployments between First Orion and Vodafone in the UK and Germany.

The three markets provide an example of how network-based branded calling can be extended across different Vodafone markets while maintaining a common technical foundation.

The approach is also designed to support further expansion as additional Vodafone markets become enabled.

A scalable API approach

A key element of the Ireland rollout is Vodafone's CAMARA-based network API integration, which is already incorporated into First Orion's branded calling platform.

According to First Orion, this means the Ireland launch does not require additional integration or development work from its side.

As Vodafone enables additional markets through the same approach, First Orion can use the existing integration to support expansion, creating a more scalable path for deploying branded calling across networks.

Trust becomes more important for business calls

The expansion comes against a backdrop of persistent fraud and scam communications in Ireland.

First Orion cites FraudSMART research showing that 78% of Irish adults receive scam communications at least monthly, while 45% reported experiencing more scam activity than during the same period the previous year.

For legitimate businesses, that environment can make customer outreach more difficult. Consumers may hesitate to answer unfamiliar numbers, even when the call is from a genuine organisation.

Branded calling is designed to address part of that challenge by providing additional context around the identity of the caller.

Extending trusted communications across borders

The Ireland launch also forms part of First Orion's broader international expansion strategy.

Through its Global Exchange initiative, the company is working to expand carrier connectivity and support more standardised branded calling deployments across international markets.

Vodafone's CAMARA-based approach provides a foundation for extending the service as more markets are enabled, supporting First Orion's goal of making trusted business calling available across borders.

A wider shift in business communications

The rollout highlights a broader change in how enterprises and telecom operators are approaching voice communications.

As scam calls and spoofing make consumers more cautious, businesses increasingly need ways to establish trust before a conversation begins.

For First Orion and Vodafone, expanding branded calling across Europe is an effort to make that identity layer more consistent, while the underlying API approach provides a path to scale the service across additional markets.

About First Orion

First Orion is a communications technology company focused on branded calling and communications transparency. Its solutions help businesses and carriers improve caller identification, customer engagement and trust while addressing challenges associated with fraud, spoofing and unwanted communications.

Source and Credits

Source: First Orion official announcement