I grew up in the Japanese society.
I was taught that when calling friends on the phone and another person answers always greet them before asking the friend.
If I am making a business phone call needless to say I used to tell my company's name and my mane as well.
However since I have lived with my husband , sometimes his coworkers would call our house as well as his friends.
Even I had met them before most of them just say "Is OO(my husband ' name) there?"
(without greeting me)
It makes me feel like a telephone operator !
Is this normal or are they rude?
When that happened I would always say
"May I ask who"s calling?"
In Japan even elementally children know telephone etiquette.
Although these days there may be less opportunity to call somebody's house for them because of texting and e mail.