If this actually certifies that the person contacting you is who they say they are, then that's awesome and I love it. There's a huge issue of trusting calls-to-action in all forms of communications(Phone, SMS, Email) from organisations.
I've laughed at & hung up on the ATO(Aussie Tax Office) before, thinking it was a spam call. They called back and said "We really are the ATO. Call our number on our email address, ask for me by name and then provide this reference number". I felt really bad haha.
But when I receive, for example, a followup call from the clinic about lab results: they are cagey, per HIPAA, about divulging any info to anyone who isn't me. So I answer, and the first thing I get is a question like, "what is your name and DOB?" and what do I tell them? "I don't trust you! Go away!"
I'm thankful that many orgs are finally implementing their own secure-messaging features so most of these type phone calls can now be done in a private email style instead.
I've never seen any scammer spoofing Caller ID of someone in my Contacts list, but that seems like a nightmare scenario!
The idea is it’s a way for brands to certify that their communications with you are real. An extension of an existing feature.
special offers doesn't sound like certifying communications. It sounds like more enshittification of your phone.
Now I can rest secure when I see the trusted logo of bankofameriçaa.example.com.