Webinar: Branded Calling—A New Business Opportunity

March 20, 2025

TransNexus presented an education webinar, Branded Calling—A New Business Opportunity, on Wednesday, March 19, 2025. This blog post provides a recording and materials from the webinar.

The demand for branded calling among businesses and organizations is robust. Here’s why:

Dramatically improves the likelihood that their outbound calls will be answered.
Caller identity is more accurate than CNAM.
Eliminates SPAM Likely tags, so their calls get through.

In the past, branded calling providers have sold their services directly to enterprises, bypassing voice service providers.

With the new Branded Calling ID^™ (BCID) platform and ecosystem, originating and terminating service providers can participate in and generate revenue from providing this service to their customers.

Agenda

How Branded Calling ID (BCID) works
Participants and roles
Show me the numbers: revenue potential and costs
Step-by-step guide to joining and participating

Presenters

Jim Dalton
Chief Executive Officer
TransNexus

John Marinho
VP, Cybersecurity & Technology
CTIA

John Braun
Chief Executive Officer
Tip Top Solutions

Alec Fenichel
Chief Technology Officer
TransNexus

A woman in a breakroom looking at her phone

Slides

Here are the slides used in the webinar presentation.

Questions and answers

We’ve summarized and consolidated questions we received during the webinar and provided answers here. Contact us if you have further questions.

Based on what factors, do you end up signing a call with Verstat Passed and Attestation A outside FCC STIR SHAKEN rules? How does the customer pay-to-play work here?: BCID follows the STIR/SHAKEN standards. The same attestation criteria apply. The difference is that with BCID, the authentication of the customer and verified association with the caller information (i.e., calling number, name, logo, and call reason) as described in ATIS-1000074 have been independently verified by a separate authorized Vetting Agent. This approach follows the separation of duties concept found in internal control best practices.
What about carriers who are not TransNexus customers for STIR/SHAKEN or are not part of this ecosystem? Can you comment on if all the top 3 wireless carriers are part of this ecosystem? Do you do any kind of API with the business to guarantee that they actually made the call and that it was not spoofed to try and get a company’s logo to show up?: A carrier does not have to be a TransNexus customer to participate in BCID. TransNexus has developed solutions to make participation easy, but there are alternatives.

T-Mobile is in production with live BCID calls and has been since October 1, 2024. Traffic volumes continue to double from month to month. The other two top wireless carriers are at different stages of involvement with BCID. We can’t speak for them, but we are optimistic that they will participate. One of the carriers is actively engaged in testing with BCID to prepare for production traffic.

The calling enterprise, OSP, and Signing Agent cannot send BCID calls without joining the ecosystem. When the enterprise joins, its calling information (e.g., calling numbers, caller name, call reasons, logo) is verified by a Vetting Agent. When the OSP originates a call for the enterprise, the Signing Agent will not add the SHAKEN information if it does not match the enterprise’s valid information stored in the BCID platform. If a bad actor spoofs a call, it will likely go through another OSP and will fail cryptographic authentication with respect to validation with the BCID certificate.
What analytics and billing data do we get to share with our customers (call data records) for billing and verified billing of what was branded and therefore charged for?: Our TransNexus solutions provide detailed reporting about BCID activity that our customers can share with their customers. The BCID platform also provides detailed monthly reports on branded calling activity.
How many terminating carriers are passing on the BCID info?: Currently, T-Mobile is the only TSP displaying BCID information. BCID STIR/SHAKEN calls are being delivered to all of the top three carriers today.
Eliminates Spam Likely tag. Is that a guarantee, or are there situations where the Spam Likely tag may still make it through?: That decision is ultimately up to the Terminating Service Provider, which sets local policy for call treatment. Note that (1) caller information from BCID is rigorously vetted and secure, and (2) the TSP is paid if they present branded calling information but is not paid if they display Spam Likely instead. We expect that these factors will give TSPs confidence to present BCID caller information rather than Spam Likely tags.
Are branded calls only supported on wireless endpoints, or can UC endpoints display this info, e.g., an incoming call to a contact center agent?: BCID is supported on any call that can display the caller name. This is not confined to wireless endpoints. The caller logo and call reason are only displayed on capable handsets. However, the TSP will still get credit for displaying BCID information if they just display the caller name provided by the BCID platform.
Have the carriers and the service providers joined the ecosystem?: Several early adopter carriers are now part of the BCID ecosystem, and 60 different BCID ecosystem roles are active today. More are joining. Now is the time to begin planning your participation!
Do you also see the number dialed — end customer that was branded — for each call?: Yes. (Note that this is ultimately up to the handset provider, not BCID, but currently, both caller name and number are displayed.)
Does it work with all softswitches or do companies have to implement some specific softswitch?: BCID works with any network equipment that supports STIR/SHAKEN.
Can you do test calls?: We routinely do test calls when we’re working with a customer who is implementing BCID.
We are a UK service provider. Do you support the UK market?: BCID is currently for the U.S. market only. However, the BCID organization is investigating interoperability with markets outside the U.S. that use STIR/SHAKEN.
If I used a huge amount of DIDs with my customers’ calls to avoid spam signaling, would BCID branded calling decrease the need for that?: Yes. When you originate calls for your customers with BCID services, then participating TSPs are highly likely to display BCID information rather than Spam Likely. This would mitigate the incentive to rotate through a large pool of calling numbers.

BCID^™ is a service mark of CTIA — The Wireless Association.

About TransNexus

TransNexus is a leader in developing innovative software to manage and protect telecommunications networks worldwide. The company has over 25 years of experience in providing telecom software solutions including toll fraud prevention, robocall mitigation and prevention, CDR and call analytics, advanced call routing, billing support, STIR/SHAKEN, and branded calling.

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