Written by
Mary Gonzalez, Director of Brand & Content
Published on
November 29, 2023
Updated on
July 2, 2025
Apple’s latest software release is iOS 17 (17.1.1). Available to all users, it includes many new features, including personalization to contact cards, live voicemail and audio message transcripts, updated location sharing, a new interface when you set your phone down horizontally, and more.
However, the support of caller authentication information required under the TRACED Act was, again, not included in the iOS 17 update, which we hoped would be updated from the software update that preceded it (the iOS 16 update). In fact, the latest release is a further step in the wrong direction, making it even more difficult to read the incoming call screen information. The FCC has been clear in its requirements that voice service providers must protect consumers from unauthenticated calls, especially those that seek to defraud consumers.
Device manufacturers, such as Apple, are not joining the efforts to pass authenticated caller information along at the time of the call. This has been viewed by some as neglecting the need to protect consumers from fraudulent calls by continuing to provide minimal and difficult-to-read caller name display information at the time of the call. Despite the slight boldening of the font on the call screen, the once contrasted black background with white text has been swapped for a grey-on-grey screen, with labels like “Potential Spam” in small font above the scrolling phone number, potentially going unnoticed.
When the device is locked, the previous iOS 16 display showed the calling entity or call label in a small, grey, unbolded font directly below the calling phone numbers. After the iOS 17 update, the display name field is above the phone number, still greyed out, but lightly bolded.
Unfortunately, the updated call screen background has been changed from its traditionally high-contrast black, to a light grey color that makes it difficult to notice the display name above the phone number (see images below), and can easily be missed. Calls properly assigned warning labels like Potential Spam may go unnoticed by call recipients at the time of the call, potentially putting consumers in harm’s way of fraudulent calls.
On iOS 16 and iOS 17, the name of the caller is displayed below the number of the caller. Both are still lacking a verification checkmark.
Each Apple user can now update their personal ”Contact Poster“ with their Apple ID to display a name and image with your choice of display colors that you want call recipients who have you and your personal phone number saved as a contact on their device - as long as it’s also on iOS 17. This is a personalization update and personal branding exercise that allows users to showcase creativity into how they appear to call screens that have you saved as a contact, overriding previous images and contact names the recipient has on their device.
However, it signals a focus on branded displays at the time of the call, which we hope to see translate soon into enterprise branded calling for incoming calls to devices that do not have incoming phone numbers previously saved.
iOS 17 also introduced a live voicemail transcript feature where call recipients can view a real-time transcription of the message someone is leaving you, providing added context to the intent of the call. If this information helps you decide to pick up, you can still answer the call while the transcript is generating. Alternatively, if you decide based off this added information that you do not or cannot answer the live call, you can send it straight to Live Voicemail in your call log; the same happens if you ignore or do not answer the call and a voicemail is left.
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 de-prioritizing the display of vetted brand information, this software release is another step back in the return of trust and transparency to incoming calls from unsaved contacts.
Numeracle will continue to monitor future iOS releases for impact on name display on Apple devices. Branded call display on Android devices remains unchanged.
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.
Branded call display is an advanced caller ID solution that allows businesses to show their verified branded assets directly on the recipient’s mobile phone screen, using rich call data (RCD) technology. Branded call display, like Numeracle’s Smart Branding, goes beyond traditional caller ID (CNAM) by offering a visually rich, consistent, and authenticated brand presence across major wireless carriers and devices—without requiring recipients to download any apps.
To get Branded Caller ID for your number, you'll typically need to partner with a specialized provider that offers this service. This involves verifying your business identity and registering your branded assets with their platform. The provider then works with the telecommunications ecosystem to ensure this information is transmitted along with your outgoing calls to compatible devices and networks. The specific steps and technical integrations can vary depending on the provider and the level of branding you desire, such as just the business name or a richer display including a logo.
Numeracle offers comprehensive Branded Calling solutions that streamline this process, helping you navigate the complexities of implementation and ensuring your brand is consistently presented to your call recipients, ultimately improving answer rates and customer engagement.
CNAM is a more traditional service. When a call is made, the recipient's carrier queries a database associated with the calling number to retrieve and display a name, typically up to 15 characters long. This service relies on the recipient's carrier having access to and performing a lookup in these databases, which may not always be consistent or up to date. CNAM primarily displays a text-based name associated with the phone number.
Branded caller ID goes beyond simply displaying a name. With branded caller ID, businesses can display their branded assets directly on the recipient's phone screen. This richer display provides immediate visual recognition and context, increasing the likelihood of the call being answered. Furthermore, Branded Caller ID often incorporates call authentication features like STIR/SHAKEN, which helps to verify the legitimacy of the call and reduces the chances of it being flagged as spam. While CNAM is more widely supported currently, branded caller ID offers a more robust and trustworthy identification method, leading to higher answer rates and improved brand recognition. Think of Branded Caller ID as the next evolution of CNAM, providing a more comprehensive and secure way for businesses to identify themselves.
