The most significant recent shift is the transition to , which plays short-form video content on the caller's screen during the call setup period.
While SKT launched V Coloring in September 2020, all three major Korean carriers (SKT, KT, LG U+) began offering it as a unified joint service in May 2021. Ring Back Tone (통화연결음)
The global RBT market was valued at $5 billion in 2024 and is projected to reach $6.67 billion by 2030 . The most significant recent shift is the transition