The computing device may map the incoming number to a caller data to identify a caller. The computing device may determine, by data analytics, a type of service the user is seeking based on determining that the caller is one or more from a service provider, a company or a cause. The computing device may reject the incoming number based on determining the caller does not correspond to the type of service the user is seeking. The computing device may determine, by data analytics, a relation of the person to the user based on determining the caller is a person and rejects the incoming number based on determining the person is not related to the user.