Google's new Veified Calls feature will tell you why a business is calling you - TechCrunch

Google’s new system gives legitimate businesses a way to share their information with consumers along with their reason for calling on the incoming call screen. This, however, only works with those participating businesses who have chosen to sign up with one of Google’s partners in order to have their calls verified.

It sounds like there is a vetting process in place that should help prevent abuse (aka "this call is about your bill" when it's absolutely a scam call), then this sounds like a great idea. I would love to see something like this become standard across all platforms.