In today’s world, voice calls are under pressure. Consumers are becoming more cautious. Unknown numbers may be ignored, filtered, or labeled “spam.”
According to research conducted by CTIA in 2025:
- 80% of consumers stopped answering unknown telephone numbers
- 76% of consumers would answer with indicators such as name, logo or call reason
In a trust-based era, businesses can no longer rely on traditional Caller ID technologies alone. They need transparency, authentication, and branding to ensure that their calls reach and resonate with the people they serve.
Why Caller Name (CNAM) Often Doesn’t Show Correctly
Even when a business sends the correct caller name, many cellular carriers do not reliably display it. There are multiple reasons for this choice. Carriers (like AT&T, T-Mobile, Verizon) often use their internal databases for caller names rather than accepting what the originating carrier sends. In many cases, that leads to generic names like “Wireless Caller,” “T-Mobile Customer,” “Scam Likely”, or sometimes nothing at all.
The FCC have removed any requirements to present caller name. Major carriers are moving to STIR/SHAKEN-based solutions. As a result, policies at the carrier level are authoritative. The carrier decides how or whether to display CNAM. Businesses cannot force a carrier to accept and show the name as sent. Legacy systems, number reassignments, spam labeling, and carriers’ fraud protection measures contribute to mislabeled or missing display names.
Because of this, even legitimate calls from trusted brands can be ignored or blocked. That erodes trust, diminishes answer rates, and harms business reputation.
The Rise of Branded Calling ID (BCID): What & How
To address these challenges, the communications industry has developed a new framework: Branded Calling ID (BCID). NUSO, in partnership with the BCID™ ecosystem, offers one of the stronger solutions in this space.
Key features of BCID:
- Rich Call Data (RCD): Alongside the business name, display of the logo and “reason for call” are possible. This is more than simply the caller name.
- Standards-based & Secure: BCID builds on protocols like STIR/SHAKEN to cryptographically authenticate calls and protect against spoofing.
- Authorized Partner Ecosystem: Only vetted and audited partners (Authorized Vetting Agents, Signing Agents, etc.) may participate. Business identity, logos, and purposes are verified.
- Cross-Network Coverage: A branded call displays correctly across carriers and networks that support BCID and RCD. Though support by handset OS and carrier network varies (for example, some devices will show logo + reason, others only business name) BCID aims for uniform interoperability.
What This Means for Businesses
Implementing BCID can deliver material benefits for companies that rely on calls to reach customers:
- Higher Answer Rates
Calls showing recognizable names, logos, and context are more likely to be answered. When the call looks trustworthy, people are less likely to ignore or block it.
- Trust & Reputation
Transparent branding helps avoid being mislabeled as spam, improves the perceived legitimacy of a caller, and protects the brand from being impersonated or discounted.
- Compliance & Regulatory Alignment
Frameworks like STIR/SHAKEN, carrier rules, and rising regulatory attention demand stronger verification of identity. BCID provides mechanisms to satisfy those expectations.
- Better Customer Experience & Efficiency
Less confusion, fewer callback loops, fewer dropped or ignored calls. Especially in industries like healthcare, education, delivery/logistics, emergency services, where timely communication matters.
What Businesses and Users Should Know
Even with BCID, some limitations remain because of how current networks and devices work:
- Not all carriers or terminating networks support full branded calling displays. Display of business name, logo, or call reason depends on handset, OS version, and how the carrier implements BCID or RCD.
- If the person being called has already saved your number in their contacts, that display name will usually override what the network shows.
- BCID is paid (or part of a business service) and involves in-depth verification steps. It’s more involved than simple CNAM. But many businesses find the return on investment worthwhile.
What NUSO & BCID Offer
NUSO, as a BCID Authorized Partner, provides:
- Branded Calling ID service that displays business name, logo, and reason for call via Rich Call Data.
- Full adherence to security and verification protocols (signing, vetting) so that businesses can rely on the integrity of the branded identity delivered.
Action Steps for Businesses
To make the most of Branded Calling ID and regain trust via voice:
- Assess which of your outbound call streams would benefit most from branding (customer service, appointment reminders, support, etc.).
- Ensure you work with a provider authorized under the BCID framework. Doing so gives your business verification and stronger delivery.
- Confirm what your customers’ carriers and device types support (which displays are seen: logo, name, reason).
- Prepare business identity materials: logo files, branding information, verified proof of the company name, etc., as required for vetting.
- Monitor metrics: answer rates, call quality, mislabeling or spam flag incidents, call completions. Use reports to iterate and improve.
NUSO and Branded Calling ID
In a trust-based era, brands can’t afford for their calls to be anonymous, mis-interpreted, or filtered out. Branded Calling ID offers a path forward: one where businesses are seen clearly, calls are delivered with legitimacy, and customers feel confident answering. With the combined NUSO and BCID strategy – secure, standards-based, vetted – companies have a realistic way to restore voice trust, protect their reputation, and keep their communications effective.
