A branded calling solution can’t guarantee ongoing correction of Scam or Spam labeling unless a number reputation solution is in place by the brand as well. Depending on the carrier network across which branding is intended to be displayed, carriers work with analytics providers to assign reputation to a brand’s calls. These analytics providers don’t typically share information across one another; so calls labeled Spam on one network may deliver branding successfully on another due to the disjointed nature of the carrier, analytics, and branding solution provider network.

To ensure branding is successfully delivered across the widest reach of carriers and devices, an approach to address number reputation across each desired network is the recommended first step in the process of call display improvement. Businesses may find not every call is right for branding every time. A layered reputation management + branding strategy allows businesses to determine when branding is best (and display it in those cases), while also ensuring non-branded calls are delivered across clean numbers (thanks to ongoing reputation management).