Spark New Zealand (NZE:SPK, ASX:SPK) launched Verified Call, a feature that helps customers identify legitimate Spark calls by displaying the company's name, logo, a verified badge, and reason for calling on the mobile phone screen before picking up, according to a Thursday statement from the company.

The company said Verified Call works by sending a notification to the Spark app just before the call connects, allowing Spark's verified branding and call intent to appear on the customer's screen while the phone is ringing and during the call.

"We're also exploring how this capability could be extended more broadly across other organizations, as part of a wider, coordinated approach to strengthening trust in phone communications," said Ross Dickson, Spark Fraud lead.

The company's New Zealand shares rose past 1% in recent Friday trade.