Branded calling restores trust, improves answer rates

Unwanted and scam robocalls have eroded trust in telephone calls. Can branded calling restore trust to the telephone ecosystem? Results from early adopters show that it can. Let’s have a look.

Calls from unknown numbers go unanswered

Many telephone subscribers won’t answer calls from unknown calling numbers. They want to avoid scam attempts and unwanted telemarketing calls.

• TransUnion reports that close to 90% of enterprise calls to customers go unanswered because they don’t know who’s calling.
• Hiya has found that 92% of consumers think unidentified calls are fraudulent.

Folks just don’t trust calls from unknown callers.

The solution: Branded Calling

Branded calling fixes this problem. It enables enterprise callers to add caller information to their outbound calls, including:

• Caller name
• Brand logo
• Call reason.

Here are rendered examples of call answer screens, which may vary depending on the type of phone.

Figure 1. Branded Calling Examples for Android 1, Android 2, and iOS

Branded calling improves call answer rates

Enterprises (e.g., businesses, schools, government offices, hospitals, health care providers) can dramatically improve the effectiveness of their outbound calls with branded calling.

• TNS found that 78% of consumers are more willing to answer with branded calling.
• They also found enterprises using branded calling saw their call answer rates improve from 40% – 130%.

These important benefits have created substantial market demand for branded calling solutions.

Branded Calling ID: a new approach

Proprietary solutions have emerged in the marketplace to provide branded calling. Recently, however, a non-proprietary, standards-based platform and ecosystem is becoming available. It’s called Branded Calling ID^™, or BCID^™.

Unlike the proprietary solutions, all originating service providers can provide branded calling to their enterprise customers. Terminating service providers are paid when they display branded calling information to their subscribers. It’s a new source of revenue for these providers who wish to enter a hot new market.

BCID is happening now

Early adopters are implementing BCID capabilities in their networks now. Originating and terminating providers should begin their planning to join the BCID ecosystem.

TransNexus solutions

TransNexus is a leader in developing innovative software to manage and protect telecommunications networks. The company has over 25 years of experience in providing telecom software solutions including branded calling, toll fraud prevention, robocall mitigation and prevention, TDoS prevention, analytics, routing, billing support, STIR/SHAKEN and SHAKEN certificate services. TransNexus is an Authorized BCID Signing Agent.

Branded Calling ID^™ is a service mark of CTIA.

Contact us today to learn more.