Webinar: Branded Calling—Restore Trust in Telephone Calls

April 22, 2025

TransNexus presented an education webinar, Branded Calling—Restore Trust in Telephone Calls, on Tuesday, April 22, 2025. This blog post provides a recording and materials from the webinar.

Many people are reluctant to answer telephone calls from callers they don’t recognize. Branded calling helps businesses and other organizations dramatically improve call completion and eliminate Scam Likely tags on their outbound calls.

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

TransNexus presented an educational webinar, Branded Calling—Restore Trust in Telephone Calls, to show how BCID works and the next steps to participate.

Agenda

What Is Branded Calling
Branded Calling Market
ROI: Enterprise Perspective
Branded Calling ID^™ (BCID)
BCID Ecosystem
Revenue Opportunities

Presenters

Jim Dalton
Chief Executive Officer
TransNexus

John Marinho
VP, Cybersecurity & Technology
CTIA

Paul Matte
Chief Operating Officer
NUSO

A man looking at his computer and thinking

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.

Which model of handsets can support Branded Calling? Both Android and Apple?: Handset support varies by handset and operating system. Android supports the display of brand name, logo, and call reason. Apple iPhone currently supports the display of brand name. The level of support is up to the makers of the handset and operating system.
It’s important to note that a terminating service provider will get credit for displaying branded calling information when they take the caller name provided by the BCID process and use that as the caller display name. This applies to any call that can show the caller name, not just wireless handsets.
Does branded calling only work when calling a cellular number or is branded calling also delivered to SIP numbers?: Branded Calling ID works when the terminating service provider takes the caller name provided by the BCID process and presents it to its subscriber in the caller display name. It works with any network and handset that can display the caller name.
If a cellular phone has a contact saved with a matching caller ID of the incoming call, does the branded call data override the contact info saved on the phone?: The contact info saved on the phone takes priority. However, the terminating provider will get credit for displaying the caller name provided by the BCID process to its subscriber in the caller display name.
Can CTIA confirm Verizon joining in the timeframe presented?: CTIA and BCID representatives have told us that they cannot speak for Verizon or characterize their plans. BCID officials have confirmed that Verizon is engaged with BCID. TransNexus personnel have heard from other service providers that they have received Verizon calls authenticated with a CTIA-issued SHAKEN certificate. We’ll respectfully leave it to Verizon to speak for themselves. We are optimistic about the prospects for their participation.
How will the system handle multiple TSPs and its fees, which I assume are different?: The Signing Agent sends a message to the BCID platform to record that a BCID-branded call was originated and signed. The participating terminating service provider sends a message to the BCID platform to record that the BCID branded call was displayed—at least the name, and logo and call reason too if the handset supports it. The BCID platform uses these records to generate billing and payment information, including payments to the TSP. We encourage you to join the BCID ecosystem to get more details about these payments. We cannot share those details, but you can get them, and much more, by joining the BCID ecosystem.

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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