Не уверен, что бизнес полностью готов к внедрению маркировки - компаниям еще предстоит войти во все списки. Но в любом случае, это правильное направление
Russia’s largest mobile operators have jointly built a standardized technical framework designed to make caller identification faster, more transparent, and harder for fraudsters to exploit.
New Rules of the Game
Russia’s “big four” mobile operators – Beeline, MegaFon, MTS and T2 – have developed a new interaction model aimed at significantly simplifying the labeling of calls received by consumers from organizations. To do this, the companies created open APIs (Application Programming Interfaces) that allow businesses and operators to exchange the information required for call identification.
The move was prompted by new regulations that came into force on September 1 of this year. Under the rules, when a call reaches a subscriber, information about the calling company or individual entrepreneur must be transmitted – including the full or abbreviated name and the call category, such as “bank” or “delivery.” The goal is to better protect consumers from phone fraud and impersonation schemes.
Meeting these legal requirements inevitably creates additional costs for telecom operators. However, those costs can be significantly reduced through process standardization and automation.
“The development of an open API is intended to automate data exchange both among the ‘big four’ and between mobile and fixed-line operators. This will increase the speed and accuracy of data sharing while reducing costs for all participants,” a MegaFon representative said.
Accelerating the Process
The API is designed to speed up information exchange not only between operators, but also between operators and corporate clients. As a Beeline representative explained, the process includes system integration and the handling of requests to add, update, or delete call-labeling data.Given the operational specifics of smaller telecom providers, implementation is being carried out in stages. At this point, every operator already has the technical foundation needed to work with the API, allowing them to assess deployment conditions on their own side, an MTS representative added.
According to Ekaterina Litvinova, senior manager in the business consulting practice at Tedo, the API functions as a universal language underpinning interaction among all participants – operators, subscribers, and corporate clients. Instead of multiple fragmented and poorly coordinated connection points, the system relies on a single, managed channel. This enables not only call number tracking but also analysis of additional parameters, such as signal origin and anomalous characteristics. “This approach turns call labeling from a simple blocking tool into a sophisticated identification system, where each call receives a unique digital fingerprint,” she said.
Fighting Spam and Fraud
The introduction of Branded Calling
technology began to be actively discussed in 2023–2024, following a sharp
increase in consumer complaints about spam calls, fraudulent schemes, and
number spoofing. These practices severely undermined user trust in voice
communications. Giving subscribers immediate, reliable information about who is calling became a critical safety measure. In 2024, work began on new regulatory norms at the legislative level, ultimately leading to the current call-labeling rules.
The Start of a Longer Journey
The initial rollout has already delivered measurable results. The number of spam calls has dropped by 25–30 percent. At the same time, further refinement is needed to counter fraud more effectively, as criminals quickly adapt and look for ways around new restrictions. Even so, the overall security level for subscribers has improved.
It is also important to note that the creation of the API is only the first step in a much larger process. Integrating it into the communications workflows of small and medium-sized businesses will take time – roughly a year by current estimates. Further enhancements are also possible. For example, integrating artificial intelligence could accelerate call analysis and improve fraud detection. In other words, the key challenge now is not to stop at the current milestone but to continue developing the system. Russian telecom operators have sufficient resources to build more advanced, potentially breakthrough solutions.
