First Orion Unites Global Calling with CAMARA and Major Expansion

BARCELONA, Spain – February 25, 2026 – Amid the bustling innovation of Mobile World Congress 2026, branded communications leader First Orion has unveiled a significant evolution of its global strategy, previewing an April 2026 update to its Global Exchange platform. The announcement signals a two-pronged offensive to reshape international business communications: a major expansion of its carrier network across Europe, the Middle East, and Asia, and the landmark adoption of CAMARA-standard APIs to foster a new era of interoperability and trust in voice calls.

The move aims to directly address the erosion of trust in the phone call, a channel plagued by a relentless deluge of spam and fraud that costs consumers and businesses trillions of dollars annually. By simplifying the deployment of branded calling on a global scale, First Orion is positioning itself at the forefront of an industry-wide push to restore transparency and security to the world’s most ubiquitous communication tool.

Standardizing Trust Through CAMARA

A cornerstone of the announcement is the Global Exchange’s new support for CAMARA-standard APIs. CAMARA, an open-source initiative driven by the Linux Foundation and the GSMA, is designed to dismantle the complex, fragmented nature of telecommunication networks. It provides a standardized, developer-friendly layer that abstracts the underlying network complexities, allowing for a "code once, deploy everywhere" approach.

For years, integrating new services like branded calling across different mobile operators, each with proprietary systems, has been a slow and resource-intensive process. CAMARA, a key component of the GSMA's Open Gateway initiative, aims to solve this by creating a common language for networks. With commitments from over 70 of the world's largest mobile operator groups, representing more than 80% of the global market, the initiative is rapidly becoming the de facto standard for network API exposure.

By aligning with this standard, First Orion is not just streamlining its own operations but is also championing a more unified global telecom ecosystem. The integration means carriers that deploy CAMARA interfaces can onboard branded calling services faster and more efficiently than ever before. This reduces technical hurdles and accelerates the availability of trusted communication solutions for businesses and their customers.

“We developed Global Exchange to simplify how branded calling scales across borders,” said Temim Adwan, Managing Director EMEA at First Orion, in the company’s official announcement. “By complying with CAMARA standards and expanding our European carrier integrations, we are reducing integration complexity for operators while creating a stronger foundation for international growth.” The platform will also maintain flexibility by continuing to support other carrier-provided APIs, accommodating operators at different stages of their network strategy development.

A Global War on Call Spam

First Orion’s strategic push comes at a critical time. Consumer trust in the phone has plummeted as unwanted and fraudulent calls have reached epidemic levels. Recent industry reports paint a stark picture: global scam losses surpassed $1 trillion in 2024, while telecom fraud surged to nearly $39 billion. In the U.S. alone, robocalls hit a six-year high in 2025, with billions of automated calls bombarding consumers each month.

This environment of distrust has severe consequences for legitimate businesses. A TNS survey revealed that 75% of people have missed important calls—from doctors, repair services, or delivery companies—simply because they came from an unknown number. Branded calling offers a direct antidote. By displaying a verified company name, logo, and the reason for the call directly on the recipient's screen, it transforms an anonymous interaction into a transparent and welcome one.

The results are compelling. Studies have shown that branded calls can boost answer rates by over 50%, with some pilot programs reporting increases as high as 80%. This not only improves customer engagement and operational efficiency for businesses but also actively marginalizes fraudsters who rely on anonymity and spoofed numbers to deceive their victims.

An Ambitious International Footprint

Building on its successful European rollout in mid-2025, which established connectivity in the United Kingdom and Germany, First Orion is now embarking on a far more ambitious expansion. The company announced plans to extend its Global Exchange to carriers in Italy, Spain, Belgium, and the Netherlands, while also deepening its presence in the UK and Germany.

This European focus is complemented by plans to support deployments across the Middle East, Africa, and Asia. This broad geographical scope will empower the company’s reseller partners and Business Process Outsourcing (BPO) clients, allowing them to connect with enterprise customers across multiple continents through a single, scalable integration point.

Underpinning this expansion is a bold declaration: First Orion aims to double its branded calling coverage by the end of 2026. While the company already facilitates a massive volume of trusted calls—its U.S. partnerships alone were on track to deliver 5 billion authenticated, branded calls by the end of 2024, reaching over 300 million consumers—this new goal signifies a dramatic acceleration of its global ambitions. The expansion into markets like Spain, where the average person receives 15 spam calls per month, underscores the immediate and pressing need for such solutions worldwide.

This rapid scaling is made possible by the architectural foundation of the Global Exchange, which is designed to simplify and accelerate the complex process of cross-border carrier integration. By creating a centralized hub for branded calling, First Orion provides a turnkey solution for enterprises seeking to deliver a consistent, trusted customer experience, regardless of where their customers are located. The integration of CAMARA standards will only serve to pour fuel on this fire, accelerating the pace at which new carriers and markets can be brought into the trusted calling ecosystem.