Google has introduced a new feature called 'calling cards' for its Phone app on Android devices, allowing users to customize the incoming call screen for their contacts. This update enhances the personalization of calls by displaying user-set visual elements when friends call. The feature is part of a broader refresh to Google Contacts and the Phone app, which includes subtle user interface tweaks to improve the overall experience. Unlike Apple's iOS, where such visuals may appear automatically, Google's calling cards only display if the user actively configures them. This rollout aims to make incoming calls more visually engaging and personal for Android users.