What is Branded Calling?
The complete guide to Branded Calling ID (BCID) - how it works, why businesses need it, and how it transforms unknown calls into trusted communications that customers actually answer.
Table of Contents
What is Branded Calling ID?
Branded Calling ID (BCID) is a revolutionary communication technology that displays your business's verified identity information directly on customers' phones when you call them. Instead of seeing "Unknown Caller" or just a phone number, recipients see your company name, logo, and the specific reason for your call.
Built on the secure STIR/SHAKEN framework mandated by the FCC, Branded Calling ID uses cryptographic signatures to verify caller authenticity, ensuring only legitimate businesses can display branded information.
Industry Standard
Branded Calling ID is backed by CTIA (Cellular Telecommunications Industry Association) and supported by all major U.S. wireless carriers.
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The Three Key Components of Branded Calling
Every Branded Calling ID implementation consists of three verified elements that work together to create a trusted calling experience for your customers.
Caller Display Name
Your official business name, brand name, or 'doing business as' (DBA) name that appears on the recipient's phone screen.
Requirements:
Must be legally registered in the United States
Can be official legal name, brand name, or DBA
Cannot contain hyperlinks or misleading information
Must not infringe on third-party intellectual property
Call Logo
Your company or brand logo displayed during the call, providing instant visual recognition for your customers.
Requirements:
Must be registered with USPTO (trademark required)
Cannot contain malware or harmful content
No hyperlinks or QR codes allowed
Must not contain SHAFT content (Sex, Hate, Alcohol, Firearms, Tobacco)
Call Reason
A brief, clear description of why you're calling, helping customers understand the call's purpose before answering.
Requirements:
Must accurately describe the call's purpose
Selected from pre-approved reason categories
Cannot be fraudulent, deceptive, or misleading
No promotional content for illegal substances
How Branded Calling Works
From registration to live deployment, here's the complete process of implementing Branded Calling ID for your business communications.
Business Registration
Submit your business information, phone numbers, and brand assets (name, logo, call reasons) to an authorized vetting and validation agent.
Provide EIN/FEIN and business registration
Submit trademark documentation for logos
Verify ownership of phone numbers
Complete CTIA compliance requirements
Vetting & Validation
Independent third-party verification ensures your business is legitimate and has the right to use the submitted brand information.
Business identity verification
Trademark validation against USPTO database
Phone number ownership confirmation
Compliance with BCID best practices
STIR/SHAKEN Integration
Your verified information is cryptographically signed and integrated into the secure STIR/SHAKEN call authentication framework.
Cryptographic signature creation
Integration with carrier networks
Real-time verification protocols
Cross-carrier compatibility testing
Live Deployment
Start making calls that display your verified brand information across all major U.S. wireless carrier networks.
Immediate activation across carriers
Real-time branded call delivery
Performance monitoring and analytics
Ongoing compliance monitoring
Why Businesses Choose Branded Calling
The measurable impact of Branded Calling ID on business communications, backed by consumer research and real-world results.
Dramatically Increase Answer Rates
Research shows 75% of consumers are more likely to answer calls when they can see verified caller information.
Build Customer Trust
Verified branding eliminates the uncertainty that leads to ignored calls and builds confidence in your communications.
Reduce Call Blocking
Branded calls are less likely to be flagged as spam or blocked by carrier-level call filtering systems.
Improve Customer Experience
Clear call identification reduces customer anxiety and creates positive first impressions for every interaction.
Built on STIR/SHAKEN Technology
Branded Calling ID leverages the FCC-mandated STIR/SHAKEN framework to ensure secure, verified call authentication. This technology uses cryptographic signatures to prevent spoofing and guarantee that only legitimate businesses can display branded information.
STIR (Secure Telephone Identity Revisited)
Cryptographically signs call information to verify caller authenticity
SHAKEN (Signature-based Handling of Asserted Information using toKENs)
Validates and processes the cryptographic signatures across carrier networks
"A" Level Attestation Required
Branded Calling ID requires "A" level attestation under STIR/SHAKEN, meaning you must have the legal right to use the calling number and full knowledge of the call.
STIR/SHAKEN Call Flow
Call initiated with branded information
Cryptographic signature applied
Signature verified across carrier networks
Branded information displayed to recipient
Industries That Benefit Most
See how different sectors use Branded Calling ID to improve customer communications and achieve measurable business results.
Healthcare
Patient appointment reminders, test results, urgent care notifications, and prescription alerts get answered when patients recognize their trusted healthcare provider.
Common Use Cases:
Appointment confirmations and reminders
Test result notifications
Prescription ready alerts
Urgent care follow-ups
Financial Services
Fraud alerts, payment reminders, account notifications, and security calls build trust and reduce customer anxiety about suspicious activity.
Common Use Cases:
Fraud and security alerts
Payment due reminders
Account verification calls
Loan approval notifications
Delivery & Logistics
Package delivery notifications, scheduling calls, and delivery updates get answered, reducing missed deliveries and customer complaints.
Common Use Cases:
Delivery arrival notifications
Package scheduling calls
Shipment status updates
Address verification calls
Branded Calling vs Traditional Caller ID (CNAM)
Understanding the key differences between legacy CNAM systems and modern Branded Calling ID technology.
Comparison
Traditional CNAM
Branded Calling ID
Frequently Asked Questions About Branded Calling
Get answers to the most common questions about implementing Branded Calling ID for your business
Ready to Transform Your Business Calls?
Join thousands of businesses that have increased their call answer rates with Branded Calling ID. As an authorized partner, we'll handle the entire implementation process for you.