Understanding the Evolution of Branded Caller ID: From Fragmentation to Standardization

Understanding the Evolution of Branded Caller ID (BCID): From Fragmentation to Standardization

Branded Caller ID services have long promised to restore trust in voice communications by providing consumers with key identifiers like a business’s name, logo, and reason for calling. However, the technology’s first iteration was marked by inefficiencies and high costs. With the launch of a new, industry-led system at the end of 2024, branded caller ID is entering a new era of interoperability, transparency, and trust.

The Old System: A Fragmented, Costly Landscape

Before 2025, branded caller ID services were controlled by three separate companies—Hija, TNS, and First Orion—each aligned with specific mobile carriers. Hija worked exclusively with AT&T, TNS partnered with Verizon and US Cellular, and First Orion served T-Mobile and Sprint. This fragmentation meant businesses seeking branded caller ID coverage across all major U.S. carriers had to integrate with three different vendors.

To make matters worse, the same companies that mobile network operators relied on to label calls as “spam likely” were also selling branded caller ID solutions to enterprises as a way to mitigate the very problem they had created. This dynamic has drawn comparisons to having drug dealers offer drug treatment—an apparent conflict of interest that raises serious questions about transparency, ethics, and monopolistic practices.

Adding to the complexity, each vendor charged between 3 to 7 cents per call, making the service prohibitively expensive for many companies. Furthermore, TNS imposed restrictions on resellers, requiring them to have customers sign multiple agreements or navigate potential violations of resale agreements.

The system’s inefficiencies and high costs rendered it an unattractive option for many businesses. It failed to deliver a seamless experience, and its proprietary nature made it difficult to scale or innovate.

The New System: Industry Collaboration and Modern Standards

Recognizing the limitations of the old system, the CTIA—the trade association representing the U.S. wireless communications industry—spearheaded the development of a new branded caller ID system. Launched in late 2024, this system is built on a different technological foundation, offering significant improvements.

Key features of the new system include:

1. Standardization with STIR/SHAKEN: Leveraging the STIR/SHAKEN protocol for caller authentication, the new system ensures end-to-end security and minimizes the risk of spoofing.
2. Interoperability: Unlike its predecessor, the new system provides a unified, cross-network solution. Businesses can work with BCID Authorized Partners to seamlessly deliver branded calls across carriers.
3. Rigorous Vetting and Validation: Enterprise data, including caller names, logos, and call reasons, undergoes independent vetting to ensure authenticity. This enhances trust for both businesses and consumers..
4. Cost Efficiency: Enterprises pay only when branded calls are successfully delivered and displayed on consumers’ devices. Detailed reporting ensures transparency..
5. Improved Consumer Trust: Research from 2024 shows that 75% of consumers are more likely to answer calls displaying verified identifiers like a company name, logo, or call reason. This system addresses the widespread issue of consumers ignoring calls from unknown numbers, which had led to missed legitimate communications.

Availability and Pricing

• T-Mobile/Sprint: Available now. Cost is $0.04–0.05 per displayed call, with a $50 monthly fee and a one-time vetting cost.
• Verizon: Expected to launch by the end of Q1 2025. Pricing details are forthcoming but are anticipated to match T-Mobile/Sprint (though this is not guaranteed).
• AT&T: Expected to launch by the end of 2025.

Requirements for Brands

To participate in the new branded caller ID system, businesses must meet the following requirements:

RequirementDescriptionEnterprise RegistrationBusinesses must register with a BCID Authorized Partner and be incorporated or registered to do business in the U.S.Trademark ValidationLogos must be registered trademarks, which are verified through the USPTO database.Vetting ProcessCaller information, including names, logos, and call reasons, must be independently vetted to ensure authenticity.ComplianceBrands must adhere to CTIA’s industry-defined best practices and standards, including TCPA regulations.Recurring CostsBusinesses must cover the monthly fee, per-call costs, and a one-time vetting fee.Call Presentation DetailsCaller name, logo, and reason for calling must be provided during onboarding.Online Presence ReviewWebsites must include a privacy policy and terms of service, and consumer complaints filed with mobile network operators are reviewed.

Branded Caller ID vs. CNAME

While both Branded Caller ID and CNAME provide caller identification, they differ significantly in functionality and reliability:

FeatureBranded Caller IDCNAMEDisplay InformationIncludes caller name, logo, and reason for callDisplays only the caller name (limited information)AuthenticationUses STIR/SHAKEN standards for end-to-end call authenticationRelies on basic database lookups, vulnerable to spoofingData SourceInformation vetted by BCID Authorized PartnersPulled from a static database, often outdatedScopeCross-network interoperabilityCarrier-specificConsumer TrustEnhanced by rigorous vetting and brandingLimited by lack of standardization and verification

Branded Caller ID provides a more robust solution for businesses aiming to build trust and engagement with consumers. Its integration of rich data (such as logos and call reasons) and adherence to stringent authentication standards make it a more secure and transparent alternative to traditional CNAME services.

Notably, Signalmash offers CNAM storage at no cost, making it an attractive option for businesses. However, most mobile plans do not include caller ID name delivery as a standard feature. Mobile Network Operators (MNOs) sell this service as an upgrade, but adoption is low—estimated to be around 15% of mobile plans. Many consumers are unaware that CNAM delivery is available as an optional feature. Additionally, some consumers mistakenly believe they have CNAM because their phone displays a name if the caller is in their contact list or if the business uses the legacy version of branded caller ID. This discrepancy makes answering calls from unknown or unnamed numbers even less likely, exacerbating the trust gap in voice communications.

Important Notes

While registering for this service enhances brand visibility, it does not guarantee immunity from call blocking if consumers file complaints about spam. Adherence to best practices and strict compliance with TCPA rules is essential for maintaining caller reputation.

Comparing the Old and New Systems

FeatureOld SystemNew SystemTechnologyProprietary, fragmentedStandards-based (STIR/SHAKEN)CoverageCarrier-specificCross-network interoperabilityCost$0.03–$0.07 per call, rigid pricingPay-per-successful deliveryImplementationComplex, multi-vendor integrationSingle, unified onboardingTrust MechanismsLimited, prone to spoofingRigorous vetting and validation

Conclusion

The new branded caller ID system represents a significant leap forward, addressing the inefficiencies and limitations of the old architecture. By prioritizing interoperability, transparency, and security, the system provides businesses with a powerful tool to engage customers confidently. At the same time, consumers benefit from greater trust in the calls they receive, fostering a more connected and reliable communication ecosystem.

Signamash is now accepting orders for beta branded caller ID and expects to have a full commercial solution by the end of the 2nd quarter of 2025.   If you’re interested in being a beta customer, please reach out to sales@signalmash.com and one of our experts will contact you to discuss your project.

Keep Mashing!!