Follow this guide to gain information on Branded Calling and why this is important for businesses.
Branded calling, or branded caller ID, helps restore trust in voice calls by clearly identifying legitimate businesses, fostering more confident customer engagement.
Why is Branded Calling Important?
Get Branded Calling through Twilio
What is Branded Calling?
Branded caller ID lets businesses display a name, logo, and call reason on outbound mobile calls, replacing vague labels like “Unknown Caller” with trusted, recognizable information. As an evolution of traditional CNAM, branded calling helps rebuild trust in voice communications by adding clarity and credibility to calls, especially in an era of global VoIP and declining confidence in caller identity.
Why is Branded Calling Important?
With robocalls and spoofed caller IDs on the rise, the U.S. government has launched major crackdowns like “Operation Stop Scam Calls” and now requires businesses to follow protocols like SHAKEN/STIR to verify caller identity. Branded caller ID helps companies meet these standards by displaying trusted business details, reducing the risk of being flagged as spam and boosting call answer rates and reputation.
Bombarded by over 3 billion robocalls each month, it’s no wonder most Americans refuse to answer unknown numbers—spam and spoofed calls have made trust a thing of the past. This breakdown in phone communication is costing businesses dearly, from healthcare providers to universities. Branded caller ID offers a way forward, restoring confidence by showing who’s calling, why, and making every call feel less like a gamble and more like a conversation. In a world where voice and digital channels are converging, branded calling brings trust, visibility, and compliance back to the forefront.
Benefits of Branded Calling
Branded calling is a powerful tool that helps businesses restore trust in phone calls by giving consumers confidence to answer without fear of fraud. It boosts answer rates, strengthens brand awareness, and benefits both customers and legitimate businesses alike.
- Increased Customer Trust
- With the FCC urging people not to answer unknown calls, businesses face a growing challenge in reaching customers by phone. Branded calling solves this by clearly displaying who’s calling and why, building trust and making customers more likely to engage—especially when they see a familiar logo and name on the screen.
- Security Against Fraud
- Phone-based fraud cost consumers a record $10 billion in 2023, making unwanted calls the FTC’s top complaint. Branded caller ID offers a trusted solution, giving customers instant confirmation that a call is legitimate—crucial for sensitive conversations like those from banks or financial institutions.
- Improved Answer Rates and ROI
-
With the FCC empowering carriers and consumers to block suspicious or unknown calls, businesses without branded calling risk plummeting answer rates. Verified communication tools like Twilio’s branded calling, backed by SHAKEN/STIR and CNAM, boost trust, keep calls from being flagged, and can dramatically improve answer rates—as one healthcare provider saw with a 100%+ increase.
-
- Brand Awareness
- Logos drive up to 80% of brand recognition, yet until now, they couldn't be used in outbound calls—branded caller ID changes that. By displaying a company’s name and logo on mobile screens, it creates a more visual, trustworthy, and engaging experience that encourages customers to answer and builds stronger brand recognition with every call.
Get Branded Calling through Twilio
Branded calling is the next step in the evolution of Caller ID, providing recognizable caller details to recipients before they answer. As fraud continues to plague consumers, branded calls ensure legitimate calls reach their destination and offer peace of mind that the call is safe and trustworthy. Read more in Twilio's guide to creating a Branded Calling ROI analysis.
Shape your brand’s reputation and drive greater customer engagement with Branded Calling from Twilio.
Branded Calling allows you to craft a credible display name of up to 32 characters, which should include your registered business name.
If you're ready to transform customer trust and tap into the powerful benefits of Branded Calling, upgrade your voice call experience with Twilio Voice API and Trust Hub features. Start exploring Twilio Voice API today.