A direct answer to your question, and depending on the cultures of where you live, you could say something like Hello, whom do I have the pleasure of speaking w

A direct answer to your question, and depending on the cultures of where you live, you could say something like Hello, whom do I have the pleasure of speaking with? But that's very southern, so I could see many people not feeling that. I say Howdy, what may I do for you today?... Which I now recognize is also southern... But there's a lot of things you could say that distract from identifying yourself. Along the topics others are replying with, I also don't answer calls usually, and have a call blocker so I'm only notified if someone from my contacts list is calling or if they are recognized by my network carrier as a verified business. Since businesses can also be spoofed, I still don't give any information and find out why they are calling, then politely hang up and call back myself, after first verifying the number in about to call is actually associated with the business.