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How does branded calling work?

Promote your business, enhance engagement and improve the customer experience.

identity proof

Key Takeaways:

Branded calling helps businesses enhance engagement, improve the customer experience and increase revenues by enabling them to add verified business name, logo and call reason to the mobile display for outbound calls. Calls are also authenticated with STIR/SHAKEN and TransUnion end-to-end call authentication to reduce the chance of spoofing.

How Does Branded Calling Work?

There are many terms used to describe branded calling, but they all point to the same core idea: adding context to outbound phone calls so recipients know — and trust — who's calling. That context can include your company name, phone number, logo and reason for the call. Some displays will also indicate the call was verified.

Early branded calling solutions required consumers to download a third-party app. However, the industry has since moved to a standards-based, network-level approach that eliminates the need for apps entirely.

When we surveyed consumers about branded calling, here’s what we found:

73%

said they're likely to answer calls from businesses that display their company names and logos

87%

wanted to see the caller's name on their mobile displays — one of the top features they look for

64%

said verification a call hasn't been spoofed is a critical feature

How is Caller ID Name (CNAM) determined?

Caller ID name — also known as CNAM or Calling NAMe — is the name linked to a phone number. When a call is placed, the caller’s provider sends the number, and the recipient’s carrier queries a CNAM database to retrieve the associated name.

Many businesses assume CNAM updates automatically — that’s not always true. Carriers may rely on third-party databases, and outdated names can cause confusion or lead customers to think a call is spam.

Key points:

CNAM display names max out at 15 characters
Updates can take up to two weeks
TransUnion manages the central US CNAM database
Always update records after switching providers
Periodically confirm your name displays correctly

Enterprises also undergo number verification and business validation as part of the trusted call process.

What does it mean to brand a call?

Branded calling elevates basic caller ID by showing name, number, logo and call reason. With STIR/SHAKEN and end-to-end authentication, the chances of call spoofing are reduced. Without authentication, a branded call can be just a more convincing piece of spam. With it, it's a trusted communication customers are far more likely to answer.

How does branded caller ID work?

While branded caller ID has a consistent meaning, how it's delivered varies by vendor. TransUnion Branded Call Display relies on a network-level partnership between enterprises and mobile operators.

Through that partnership, the process works as follows:

Enterprise onboarding — Your business works with a data management team to pair your phone numbers with the correct names and logos
Data management — TransUnion stores and maintains that enterprise data, giving the ecosystem a trusted, central source of truth
Query and authentication — The mobile operator retrieves the data and applies it to live calls in real time
Device display — Verified call information appears directly on the recipient's mobile screen

There are six steps to help you get started with Branded Call Display

Audit your telephone numbers
Check whether your calls are reaching customers
Verify calls are properly authenticated
Protect your calls from spoofing
Identify the approved name and logo to display on mobile screens
Define the key metrics you'll use to measure success: answer rates, lead transfers, closed sales or promise-to-pay rates

How does business caller ID work?

The concept of business caller ID originated when landlines were the primary tool for communication. Displaying a Calling Name with the incoming number allowed subscribers to identify callers before deciding whether to answer. While today’s communications have evolved, caller ID has largely remained the same. One key aspect of caller ID that hasn’t changed — and likely never will — is it benefits all parties.

Today, communications service providers (CSPs) go beyond standard Calling Name delivery to high-quality service that benefits subscribers — both enterprises and consumers — by carrying and authenticating branded calls across the network.

TransUnion Branded Call Display, leveraging rich call content and STIR/SHAKEN and end-to-end authentication, helps reduce the risk of call spoofing for your organization and customers.

Frequently Asked Questions

What carriers support branded calling?

TransUnion offers extensive reach across the top three mobile carriers in the US: AT&T®, Verizon and T-Mobile®. Vendors with strong partnerships across multiple carriers can better ensure branded calls are delivered consistently, regardless of the recipient’s network.

How is branded calling different from CNAM?

CNAM links a name to a phone number and supports basic caller ID. Branded calling goes further by adding rich content — like your logo and call reason — plus STIR/SHAKEN TransUnion and end-to-end authentication to reduce the chances of spoofing. CNAM is the foundation; branded calling is the full, modern experience.

How can branded calling improve customer engagement for businesses?

Branded calling removes uncertainty. Showing your verified name, logo and call reason while authenticating calls gives customers the confidence to answer. That results in higher answer rates, more effective outbound campaigns and improved customer experience.

Ready to transform your outbound calling?

Branded calling isn't just about getting more calls answered — it's about rebuilding trust in a channel consumers and enterprises alike depend on. With TransUnion Branded Call Display, your business can reach more customers, protect its brand, increase revenues and deliver better experience with every call.