Written by
The Numeracle Team
Published on
September 16, 2022
Updated on
August 15, 2025
Apple’s latest software release came this week with the rollout of iOS 16. Available to all users, it includes many new personalization features, improvements to the lock and home screen, new app-level features, additional security and accessibility functions, and more.
However, the support of caller authentication information required under the TRACED Act was not included in the iOS 16 update. Congress was clear in its expectations of voice service providers to protect consumers from unauthenticated calls. It seems Apple is still not taking advantage of authenticated caller information to protect consumers in this latest release. Caller name display for incoming calls to iPhone iOS 16 users vs. caller name display on previous operating systems appears to have taken a step backward in providing more information at the time of the call for consumers. Compared to previous software releases, the caller name is now displayed in a smaller font, in gray, below the incoming phone number.
It’s unclear how the protections provided to consumers by an overwhelming bipartisan vote from Congress through the TRACED Act will impact consumers if device manufacturers, such as Apple, do not join in the efforts to pass authenticated caller information along at the time of the call.
A branded call from the same phone number calling an iPhone on iOS 15 displays a full-size name versus iOS 16, which displays a smaller name below the phone number.
In iOS 15, a branded call displays the caller name in the missed call log versus iOS 16, where a call from the same branded number only displays the phone number.
When selecting the blue information button on the right-hand side of the missed call log, iOS 15 and iOS 16 display branding information identically in the missed call information screen.
The side-by-side comparison of incoming calls branded with caller names received on iOS 16 versus iOS 15 demonstrates the difference in the presentation. This change does not impact the display size, placement of business, or personal contact information entered manually by the iPhone user into the Contact list.
Alignment across the telecom ecosystem, security and identity management experts, device manufacturers, service providers, and America’s most trusted brands will be needed to continue to move the industry forward to protect consumers from unauthenticated calls. By reducing the font size and de-prioritizing the display of vetted brand information, this software release takes a step back in the return of trust and transparency to incoming calls.
Numeracle will continue to monitor future iOS releases for impact on name display on Apple devices. Branded call display on Android devices remains unchanged.
Caller ID reputation is the level of trust associated with your phone number by carriers, analytics providers, and ultimately, the recipients of your calls. A good reputation means your calls are more likely to be delivered and answered, while a poor reputation can lead to calls being blocked, silenced, or labeled as spam or "Scam Likely" on the incoming call screen. It's essentially a measure of how "safe" and trustworthy your number appears to the entities that manage and filter phone traffic.
A low caller ID reputation can stem from several interconnected factors, including high-volume calling patterns, short call durations coupled with low answer rates that resemble robocalling, and negative feedback from recipients marking calls as spam. Inconsistent or inaccurate caller ID information, a negative history associated with the phone number, and calling outside typical business hours can also contribute to a lower reputation. Technical issues with call authentication and using outdated calling lists further increase the risk of being flagged. Additionally, overly aggressive spam filtering and errors in data aggregation by analytics providers can sometimes mislabel legitimate numbers, impacting their reputation.
Improving your caller ID reputation is a multi-faceted process that requires a consistent and proactive approach. Start by ensuring your business information is accurate and consistently registered across all relevant databases and with your originating carrier. Implement best calling practices, which include obtaining proper consent before calling, adhering to Do Not Call (DNC) lists, calling during reasonable business hours, and maintaining appropriate call volumes and durations.
Actively monitor your phone numbers' reputation using available tools to identify any negative labeling promptly. If you find issues, engaging with the various flagging entities (carriers, analytics providers, app developers) can be complex and time-consuming. For businesses seeking a streamlined and effective solution to monitor, improve, and protect their caller ID reputation, Numeracle's Number Reputation Management offers a comprehensive, managed approach, working directly with the ecosystem to ensure your legitimate calls are delivered.
CNAM is a basic system that displays a name associated with a phone number by querying various databases, offering limited control and consistency. Smart Branding is a more advanced solution that allows businesses to actively manage and display their brand assets directly on the recipient's mobile device before they answer. Smart Branding offers greater control, consistency, and enhanced trust compared to the outdated limitations of CNAM.
