A call branding service, also known as branded caller ID, is a powerful tool that enhances the way businesses connect with their customers. By displaying a company's name, logo, and even a reason for the call on the recipient's phone screen, branded calling transforms ordinary outbound calls into branded touchpoints. A call branding service is increasingly necessary in a landscape where robocalls and scams have eroded consumer trust in phone numbers they don't recognize. For businesses whose success relies on connecting with customers through contact centers, branded caller ID can increase answer rates by up to 30% while strengthening brand credibility and posturing trust.

What is Call Branding, Exactly?

A call branding service enhances how a business's outbound calls appear on recipients' phones. Instead of displaying just a phone number or a vague location, a service for branded caller ID shows the business's name prominently along with other information like the company's logo, the purpose of the call (such as "Appointment Reminder" or "Order Update"), a call back number or website link, and trust indicators like verifications or security badges that indicate the call is legitimate. This "rich call display" information is designed to create instant recognition and enhance call trust. By displaying these details, a call branding service ensures that customers know who is calling and why, reducing the chances of the call being ignored or mistaken for spam.

Why Call Branding Services Matter

Several key factors are driving the need for call branding services.

  • Declining Call Answer Rates Research shows that 87% of calls today go unanswered, as customers hesitate to pick up calls from unknown or generic numbers.

  • Rising Spoofing Attacks Fraudsters frequently spoof corporate numbers, causing significant harm to business reputation and customer trust.

  • Operational Inefficiencies Call branding services are essential for businesses that rely on outbound contact centers to connect with customers for tasks like scheduling appointments, coordinating deliveries, and completing financial transactions. Unanswered calls disrupt business operations, increase costs, and lower sales revenue.

  • Customer Dissatisfaction Missed calls and fraudulent interactions contribute to reduced satisfaction and loyalty, harming long-term business relationships.

A call branding service can make a significant difference, with nearly 8 in 10 Americans (78%) more willing to answer a call when the brand's name and logo are displayed. For example: 84% would answer a call from their healthcare provider and 77% from their bank if the call was branded. This impact is even greater among younger adults aged 25 to 34, where the willingness to answer jumps to 85%.1 By restoring trust and ensuring their calls stand out, branded caller ID helps businesses improve engagement, protect their reputation, and deliver vital services efficiently.

How a Call Branding Service Works

A call branding service works by connecting businesses, telecom providers, and specialized platforms to create a system that displays enhanced caller information. This process ensures calls are easy to identify and encourages recipients to answer.

Business Registration and Verification

Businesses register their details with the call branding service. This includes their name, logo, and the types of calls they make, like appointment reminders or order updates. The service verifies that the business is legitimate, preventing misuse and protecting against scams. This step is essential to ensure the system stays reliable and secure.

Integration with Telecom Networks

The call branding service collaborates with telecom providers to add the business's branding information into their systems. This ensures that the branded information, like the company's name and logo, shows up properly on customers' devices, no matter what network or device they use. Working with major carriers helps businesses reach a wider audience with consistent branding.

Enhanced Display Features

Once set up, the system activates for outbound calls. The call branding service replaces the typical generic phone number and a caller ID with the customized information like the business name, logo, or a note such as "Order Update" or "Delivery Reminder." This makes it clear who is calling and why, increasing the chances that customers will pick up.

Caller Trust Protocols

To prevent fraud, the system includes protections like spoofing prevention. Spoofing happens when scammers fake caller ID to impersonate a business. Call branding services use authentication tools to ensure only verified businesses can use their branding. This helps protect the company's reputation and reassures customers that the call is legitimate.

Continuous Monitoring and Updates

Many call branding platforms provide ongoing monitoring to catch problems, such as when legitimate calls are flagged as spam. They also offer reports and analytics to help businesses track their call performance and make improvements.

The Benefits of a Call Branding Service

Branded caller ID offers advantages that make outbound communication more effective, secure, and customer-friendly. By displaying recognizable brand information on a recipient’s phone, businesses can transform how they engage with their audience. Key benefits include:

  • Increased Answer Rates Branded caller ID can boost call answer rates by as much as 30%, ensuring that more calls reach their intended recipients. When customers see the business’s name and logo on their screen, they are more likely to pick up, reducing the likelihood of calls being ignored. This improvement is particularly valuable for industries that rely on real-time communication, such as healthcare, finance, and retail.

  • Enhanced Trust and Legitimacy Customers are naturally hesitant to answer calls from unknown or unverified numbers. Branded caller ID resolves this issue by clearly displaying the identity of the business, making the call feel legitimate and trustworthy. This helps build customer confidence, leading to higher engagement rates and stronger relationships.

  • Reduced Spoofing Risks Many call branding services come equipped with advanced anti-spoofing features to prevent fraudsters from impersonating the business. These protections ensure that only verified entities can use branded information, safeguarding the company’s reputation. By reducing the risk of scams, businesses can maintain their credibility and protect their customers from fraudulent activities.

  • Operational Efficiency Higher answer rates translate into more efficient operations, as businesses can connect with customers on the first try rather than making repeated attempts. This reduces follow-up costs, saves time, and allows contact center staff to focus on more complex tasks. With fewer missed calls, workflows become smoother, and resource allocation improves significantly.

  • Improved Customer Experience Ambiguity is one of the biggest frustrations for customers when receiving phone calls. Branded caller ID eliminates this uncertainty by clearly identifying who is calling and why, creating a more transparent and positive experience. From the first interaction, customers feel reassured and informed, paving the way for smoother communication and better service overall.

SecureLogix: Industry-leading Solutions for Call Trust, Security, and Authentication

For more than two decades, SecureLogix has been at the forefront of voice network security, providing advanced solutions to protect enterprise phone systems and contact centers. Our technology provides protection from attack, disruption, fraud, and abuse. Our solutions for call branding, call security, and call authentication are designed to reduce costs, maximize revenue, and restore trust. As the only vendor providing a single, unified solution set for the full range of voice security and call trust issues that threaten the enterprise, we are a trusted partner to some of the world’s largest and most complex contact centers and voice networks.

SecureLogix® Contact™ Call Branding Service

Our Contact™ Call Branding Service provides centralized, secure call branding capabilities to improve your call answer rates across all major service providers. By restoring customer trust in your calls, Contact™ helps increase revenue, lower operational costs, improve agent productivity, and enhance customer satisfaction.

The capabilities of our outbound call center software for call branding include enhanced call displays with your full corporate name and logo, trust verifications, the reason for the call, and other rich call display information. With our call branding service, our customers increase answer rates by 30% on average.

Key Features

  • Broad coverage across wireless devices
  • Full call branding display capabilities
  • Full reporting, analytics, and support from the industry's most experienced call security and trust specialists
  • Secure integration with SecureLogix inbound security and authentication solutions

Additional Call Trust Solutions from SecureLogix

Our Contact™ Call Branding Service is part of our suite of call trust solutions that also include:

  • SecureLogix® TrueCall™ Spoofing Protection Service TrueCall™ identifies and blocks calls from fraudsters attempting to impersonate your brand by spoofing your corporate calling numbers. This industry-leading solution integrates with major wireless carriers and their call analytics vendors to block any spoofed calls using your corporate numbers. Only your legitimate outbound calls will pass through our carrier network-level spoofing protection filter. With TrueCall™ Spoofing Protection Service, you can increase call answer rates by protecting your legitimate outbound enterprise calls from being label is fraud/spam.

  • SecureLogix®️ ReputationDefense™ Call Number Management Service ReputationDefense™ helps to clean and restore your positive reputation and build call trust by working to remove fraud/spam labeling attached to your enterprise calling numbers. This SecureLogix solution consolidates efforts across all major service providers and associated analytics vendors to clean your outbound calling number reputation scores, restoring them to a positive or neutral state. ReputationDefense™ also provides ongoing, rigorous phone number reputation monitoring and management to maintain your reputation for higher outbound call trust levels and answer rates.

FAQ

Q: What is a call branding service?

A call branding service enhances the way businesses appear on a recipient's phone during a call. Instead of showing just a phone number, the service displays key identifiers like the business name, logo, and sometimes additional details, such as the reason for the call. This helps businesses stand out, makes their calls instantly recognizable, and builds trust with customers, increasing the likelihood that the call will be answered.

Q: What are the challenges of implementing branded caller ID?

Implementing branded caller ID comes with challenges like inconsistent compatibility across networks and devices, which can result in branding details not appearing uniformly. Businesses also need to navigate regulatory requirements and ensure robust anti-spoofing measures to prevent fraudsters from misusing the service, which can add to the complexity and cost of implementation.

Q: Does branded caller ID work on all devices?

Compatibility depends on the carrier and the type of device being used. Some older devices or less-supported networks may not display branded caller ID properly, leading to inconsistent experiences for customers. Leading solutions, like SecureLogix, cover up to 95% of devices, ensuring that the vast majority of recipients can see accurate branding information.

Q: Can branded caller ID integrate with CRM systems?

Yes, many branded caller ID solutions are designed to integrate seamlessly with customer relationship management (CRM) systems. This integration allows businesses to sync customer data and display personalized call details, such as a customer’s name or specific account information. Such features enhance the customer experience by adding relevance and context to each call.

Q: Is branded caller ID available internationally?

Availability varies depending on the provider and the specific telecom regulations in each country. While many solutions are expanding their reach globally, businesses should verify whether their provider supports the regions they operate in. Compliance with local telecommunication laws is also critical, as different countries have unique requirements for branded caller ID usage.

Q: What happens if my branded caller ID is flagged as spam?

When branded caller ID is flagged as spam, it can significantly reduce the effectiveness of outbound calls, as customers may avoid answering. Advanced solutions, like SecureLogix’s ReputationDefense™, help monitor and prevent spam labeling by addressing issues with call reputation and ensuring compliance with carrier guidelines. These tools also provide insights into why calls might be flagged and offer steps to resolve the issue.

Additional Reading

Footnotes

  1. https://tnsi.com/wp-content/uploads/2023/11/CM_eBook_GeneralAllData_JUL2023.pdf ↩