What’s the best branded calling solution on the market?
As a business conducting outbound calls, you may be asking yourself how to stand out from the mix of unknown calls that go unanswered, and certainly distinguished from calls that say, “Potential Spam.”
Whether or not you’ve already invested in a branded calling solution, this fact remains: traditional caller ID technologies, like CNAM, are vulnerable to modern fraud tactics, so the market is riddled with confusion, mistrust, and a serious challenge for legitimate businesses trying to reach customers.
To address this trust and security gap is Branded Calling IDTM (BCID TM). Developed under CTIA’s governance and supported by Authorized Partner participants to form a secure-by-design ecosystem, BCID is the first standardized solution that anchors branded calling in cryptographically signed identity information to bring verifiable trust back to phone calls so that every call is both recognizable, and trustworthy.
Let’s take a closer look at how Branded Calling ID not only bridges the trust gap, but sets a new industry standard for secure, reliable branded communications.
The industry’s reliance on traditional Caller ID, CNAM, and inconsistent brand visuals has led to confusion for consumers who are unable to differentiate legitimate calls from scams. Scammers can take advantage of our fragmented ecosystem to illegally spoof phone numbers and impersonate trusted brands, defrauding consumers.
BCID Solves: Consistent, Secure & Recognizable Call Display, Native to the Device
Branded Calling ID delivers a standardized, authenticated approach to branding phone calls that eliminates guesswork for consumers. By presenting verified enterprise identity information, such as a name, logo, and call reason, BCID creates a consistent and recognizable calling experience every time. Unlike unregulated or out-of-band solutions that require third-party apps or paid services, BCID works within a carrier-supported framework, providing trusted, in-network branded display rooted in authenticated identity.
Bad actors are still illegally impersonating brands, often mimicking trusted entities to deceive consumers. The lack of cryptographic identity across voice calls has made impersonation a low-effort, high-reward tactic for scammers.
BCID operates with the existing STIR/SHAKEN authentication framework, using Rich Call Data (RCD) certificates to cryptographically bind verified identity information to a call. This prevents tampering and spoofing, allowing terminating service providers to trust the identity displayed to the end user, a significant first step in introducing end-to-end authentication to voice communications.
With multiple vendors offering proprietary branding solutions and no standardized approach, the branded calling space risks becoming a fragmented patchwork—confusing for consumers and difficult for enterprises to effectively manage.
By defining and enforcing a consistent set of standards around identity, display, and authentication, Branded Calling ID offers a unified approach that carriers, enterprises, and consumers can trust. Through its contractual framework of Authorized Vetting, Onboarding, Signing, and Network Operators, along with strict adherence to Know Your Customer (KYC) vetting practices and cryptographic identity, BCID represents a coordinated industry effort to raise the bar and unify branded communications in a secure way.
Despite improvements in analytics, many legitimate business calls, including branded calls, continue to be mislabeled as spam or blocked altogether. This damages consumer trust and hurts enterprise call performance.
Thanks to the Authorized Vetting and Onboarding Partners, like Numeracle, calls delivered through BCID override spam tagging at termination—provided they are not flagged as outright fraudulent. By presenting verified identity elements through the BCID ecosystem, calls avoid being wrongly labeled, improving answer rates and call performance.
While STIR/SHAKEN has brought much-needed cryptographic rigor to U.S. voice networks, it's not globally adopted, and its complexity has led some to view it as a cautionary tale. International expansion requires a more flexible model.
Although BCID as implemented today is based on U.S.-specific STIR/SHAKEN infrastructure, its foundational principles can be extended globally. Any framework that enforces KYC, cryptographic integrity, and trusted presentation can be built on BCID’s model to deliver similar value in other markets.
With sophisticated AI-voice cloning scam calls on the rise, the need for a secure, interoperable, and standards-based framework has never been more urgent. BCID isn’t just another branding tool—it’s a foundational shift toward authenticated communications that protect consumers, empower enterprises, and support the integrity of the voice channel.
By aligning with STIR/SHAKEN, leveraging Rich Call Data, and enforcing enterprise-level identity verification, Branded Calling ID rises above fragmented solutions to deliver what others can’t: true trust in securely branded phone calls. For enterprises committed to reaching customers securely and effectively, BCID is the best branded calling solution available—and the only one built for the future.
If you’re a service provider not already in the CTIA BCID ecosystem, reach out to us and start delivering the most secure calling identity available today. If you’re an enterprise looking to brand your calls, we can work with you and your service provider to get you access while you explore our Smart Branding alternatives.
