Experian announced Tuesday that a division of its marketing services department, QAS, has launched phone number verification software that can differentiate smartphones from landlines.
The credit rating agency said the technology will allow companies to gather better information on mobile phone usage.
"Consumers spend more time on their phones than ever before, and they expect personalized and consistent brand interactions across channels. This means that companies need to focus on improving mobile capabilities," said Thomas Schutz, senior vice president and general manager of Experian QAS, in a press release. "With mobile source data now available, organizations can opt consumers in to SMS and text-based messaging during the data capture process, ultimately enhancing results from marketing and loyalty campaigns."
The company cites statistics that 83 percent of website traffic comes from mobile devices that QAS Phone validation software can track - making the tool important to "an omnichannel communications strategy."