For a smartphone operating system, Android hasn't always had the best features for, you know... calls. One of the especially annoying omissions has long been caller ID, but Android 4.4 takes a big step toward fixing that. If you get a call from a business that Google knows, it lets you know on KitKat's incoming call screen. Neat.
The phone will try to identify unknown callers (i.e. those not in your contacts) by searching through local business listings on Google Maps. If there's a match, you get the business image and name displayed before you answer. That's going to be really neat when it works, but it does nothing for personal numbers or (presumably) business numbers that aren't local.
There's still some work to do, but it's better to have some enhanced caller ID features than none at all.