Google is rolling out a new feature within its Phone application designed to combat the pervasive problem of unanswered calls by giving users an immediate context for their incoming communications.
The “Call Reason” feature allows users to tag calls to saved contacts as “urgent” before dialing. Recipients will see this “urgent” label appear directly on their incoming call screen.
If the call is missed, the urgency warning remains visible in the call history. This aims to ensure that critical communications are not overlooked, even if the initial ring is unheard.
Currently in a beta phase, Call Reason is accessible through the Google Phone application. Its development was hinted at by previous analyses of the app’s code, which suggested Google was working on adding contextual information to calls, including “Expressive Calls” with visual elements.
The decision to limit the “urgent” tag functionality to only saved contacts is a deliberate measure to prevent misuse. This restriction aims to block telemarketers and scammers from falsely flagging their calls as urgent.
Google has not specified whether more granular or customizable call reason options will be implemented in the future. However, code analysis suggests the underlying system is flexible enough for potential expansion beyond a simple “urgent” tag.
This initiative addresses a common frustration where a lack of context leads many people to ignore incoming calls, potentially missing important or emergency communications.