Branded calling

Without branded calling, many subscribers see a calling number that they don't recognize on an incoming call. Subscribers are unlikely to trust or answer such calls.

With branded calling, subscribers see a name that they know and trust. They are more likely to answer the call. This will improve the brand's call completion rate.

Android Example

Without branded calling, many subscribers see a caller name fetched from a third-party CNAM database. Such databases are often out of date. Callers want more control over how their brand is presented to the people they call.

With branded calling, callers control the brand name presented to called parties. Their calling identity is always up-to-date, accurate, and on-brand.

Branded calling can also display the brand logo and a call reason on supported handsets.

Brands can optimize call completion and callback by using branded calling and working with originating voice service providers that can provide a legitimate, full A-level attestation when authenticating their outbound calls using STIR/SHAKEN.

With branded calling, callers control the brand name presented to called parties. Their calling identity is always up-to-date, accurate, and on-brand.

• Branded caller name is more accurate than CNAM
• Can present a call reason and the caller's logo image on supported handsets
• Eliminates SPAM Likely tags, so calls get through
• Ensures that branded calling information will not display on spoofed calls

In many deployments of branded calling, enterprise organizations arrange for branded calling service directly with a proprietary branded calling solution provider. In this arrangement, the Originating Service Provider (OSP) is cut out of the mix. You might not even know that your enterprise customers are doing branded calling.

The proprietary approach has disadvantages for both the enterprise and the OSP:

• Enterprises must make call origination arrangements with two separate, uncoordinated entities.
• The spoof protection features of proprietary branded calling solutions require the enterprise to open its firewall and send pre-call messages to the proprietary solution provider. Many enterprises are reluctant to do this, and therefore, they don't utilize spoof protection.
• Different proprietary solutions use their own unique, proprietary designs. This poses vendor lock-in risk for enterprises.
• OSPs are excluded from the opportunity to provide branded calling services to their customers, something that is clearly in their wheelhouse. This weakens their relationships with their enterprise customers.

There's another way—one that enables voice service providers to provide standardized, nonproprietary branded calling services to their enterprise customers: Branded Calling ID^™.

Branded Calling ID^™ (BCID) is the only industry-led, standards-based Rich Call Data (RCD) ecosystem engineered to be secure-by-design and to deliver trusted, branded calls nationwide for enterprise businesses.

• Standards-based end-to-end security
• Trusted ecosystem comprised of authorized partners who are vetted and audited
• Caller telephone numbers, display names, logos, and call reasons are independently vetted and verified
• Single uniform ecosystem ensures cross-network coverage
• Callers receive confirmation that their branded calling information was delivered

TransNexus is an Authorized BCID Signing Agent. Our solutions generate the cryptographic signature on the SHAKEN PASSporT that confirms a BCID call has been properly vetted and validated by an Authorized Partner. Terminating Service Providers (TSPs) rely on this signature to know which calls contain vetted display data they can trust to convey to their customer handsets.