Written by
Numeracle Team
Published on
June 18, 2024
Updated on
July 2, 2025
There is no doubt that displaying a business name on an incoming call screen can instill a sense of trust in your brand while creating a memorable customer experience. The ability to display branded elements, such as a caller name, adds a level of transparency consumers have been looking for since most of us have ditched our landlines (and the built-in caller ID we were accustomed to) and migrated completely to our mobile devices.
Since branded calling’s introduction, we’ve identified clear value in the technology’s ability to create an instantly recognizable presence. We’ve also identified roadblocks and limitations as we work together with others in the industry to create an ecosystem of secure end-to-end identity delivery, where no doubt exists in the identity of the caller.
From its inception, the marketing claims around branded calling have promised many positive outbound calling results, especially guaranteed (and significant) lifts in contact rates or customer satisfaction.
As part of the first successful delivery of a branded call made by leveraging authenticated caller ID and Rich Call Data powered by STIR/SHAKEN, Numeracle can pinpoint the realities of how this technology has unfolded.1
Branded calling is still a new technology in the sense that it isn’t often understood and has not been standardized in today’s market. We still exist in quite a fragmented ecosystem riddled with challenges to adoption, where achieving the coveted logo display is more elusive than advertised.2
The most widely misunderstood aspect of branded calling is the fully branded display that includes a graphic logo. Currently the most common implementation is the delivery of a branded caller ID name without a logo.
While we work toward wider adoption, today, a fully branded calling experience with logo only reaches a limited number of consumer wireless devices, and most can only receive the caller ID name and not the logo.
Landline devices cannot currently receive branded information, and display to mobile phones varies greatly depending on the subscriber network, the device, and whether necessary applications for logo display have been downloaded. Here’s the current reach:
For callers trying to use this technology to fix improper call labeling issues (like calls labeled as spam), branded calling is not a replacement for a reputation management solution.
Branded calls are still vulnerable to improper call labeling and scammers can impersonate your brand in addition to your phone number even when that number is enabled for branding. Furthermore, branded calls are also still at risk of being blocked. Fortunately, there are solutions being developed to address these vulnerabilities and limitations.
Numeracle conducted the first branded calling case study in 2021 and conducted a follow-up report two years later when the technology was gaining popularity and adoption. Both studies revealed the same truth: While branded calling can reinforce brand recognition for potential buyers, it’s essential to consider the intent of the call and where it falls in the customer outreach journey.
Where contacts are waiting for or are receptive to the caller’s outreach, displaying a brand name gives them the added confidence to answer or respond later to the call attempt. Where contacts aren’t aware of why someone is calling them, branding may work against the caller by encouraging the recipient to ignore the call.
For example, consider branding customer service calls or requested callbacks because those customers are awaiting a call, but callers may want to reconsider branding calls where they don’t have an existing relationship with a customer who may not want to answer anyway.
We encourage our customers to look beyond the answer rate and consider other KPIs like completion and conversion rates when considering whether a branded calling strategy is right for them.
Numeracle's Smart Branding solution redefines the management of call display by enabling intelligent, customized branding choices so our customers control exactly what's being delivered on call screens. Brand the calls that make the most sense to brand while protecting the rest via a reliable phone number reputation management platform.
Rather than an all-in approach, which can lead to high costs, our strategic method allows callers to start small and iteratively refine their strategy while comparing branded and non-branded campaigns to make informed decisions. This allows for mindful enhancement of branding efforts without a complete overhaul or prohibitive costs, adding value precisely where it matters most.
When delivered accurately and securely, branded calling fosters trust and creates a positive customer experience. Interactions are infused with a sense of authenticity and recognition, elevating the overall experience and increasing the success of your outbound outreach.
If you're curious or ready to implement a branded calling strategy, contact us today.
1) Technology Companies Complete First-Ever Telephone Call with Authenticated Caller ID and Rich Call Data, Powered by STIR/SHAKEN: https://corporate.comcast.com/press/releases/complete-first-call-authenticated-caller-id-rich-call-data-stirshaken
2) Logo presentation is often dependent upon locally installed software that is not widely adopted.
Branded calling, also known as branded caller ID, is a technology that allows businesses to display branded assets on the recipient's phone screen when making outbound calls. This goes beyond the traditional Caller ID Name (CNAM), which typically only shows a phone number and sometimes a name.
Branded Calling works through various technical implementations, often involving third-party providers and integrations with the telecommunications network. When an outbound call is placed from your registered number, the Branded Calling service queries a database to retrieve your associated business branded assets, which is then transmitted to the recipient's device (if their device and carrier support the technology).
By providing clear and recognizable caller identification, Branded Calling significantly improves transparency and can combat the negative perception often associated with unknown or unidentifiable calls, ultimately strengthening your brand image and call engagement.
Several factors can prevent your branded call from displaying correctly. First, ensure the registration process with your branded calling provider is fully completed, and all submitted business details are accurate and adhere to their guidelines. Compatibility limitations with the recipient's mobile carrier and their specific phone device significantly impact what information can be displayed.
Conflicts with existing Caller ID Name (CNAM) data can also override your branded information. Also, if your phone number has a negative reputation or is flagged as spam by receiving carriers or third-party apps, the branded details may be ignored or the call blocked entirely. Finally, the distribution of updated caller identification information across various carrier networks can take time, costing you time and money.
To set up branded calling for your business, the initial step involves establishing a Verified Identity, where your business undergoes vetting and validation. Following this, you'll register your outbound phone numbers within the Numeracle platform, linking them to your verified identity.
A key aspect of Numeracle's service is that we handle the remediation of any incorrect spam labeling or blocking issues across major carriers, ensuring your numbers maintain a healthy reputation – a critical prerequisite for effective branded calling. Once your identity is verified and your numbers are clear, you can utilize Numeracle's Smart Branding solution to display your business name on outbound calls. Our platform offers centralized management of both branded and non-branded campaigns, providing you with control over branding application for optimal results.
Yes, branded calling offers significant advantages over traditional caller ID for enterprises. Traditional caller ID primarily displays a phone number, often with unreliable or truncated names from outdated databases, lacking visual branding or call context. This makes it difficult for recipients to trust the call and increases the likelihood of it being ignored, especially with the rise of spam. Branded calling, however, allows you to display your verified business name and branded assets, instantly building trust and recognition.
Some advanced solutions, like Numeracle's Smart Branding, even provide the reason for the call, further increasing answer rates and improving customer experience. By providing richer, more reliable information, branded calling can lead to higher answer rates, improved brand visibility, and better customer engagement compared to the limited and often untrustworthy nature of traditional caller ID. For businesses seeking to improve their outbound call effectiveness and build stronger customer connections, branded calling is a far superior solution.
