Whoscall, a phone number identification and fraud prevention app, has launched a 'Pay Respects, Download!' campaign addressing a widespread Thai problem where legitimate callers (hospitals, insurers, financial institutions) are hung up on due to caller ID suspicion of scams. The campaign uses video ads, outdoor media, and field activities featuring professionals from affected sectors encouraging app adoption to help users identify callers before deciding to answer or reject calls, balancing security with not missing important communications.