Keep brand assets accurate
Use the exact business name customers recognize and a high-quality logo, kept consistent across every campaign and number.
Best practices
CTIA Branded Calling Best Practices 2026
How verified business identity, Rich Call Data, STIR/SHAKEN attestation, and number reputation work together under the CTIA Branded Calling ID standards.
A framework, not a single vendor feature
CTIA Branded Calling ID (BCID™) is an industry framework that lets a vetted business display verified information — such as its name, logo, and reason for calling — on supported devices when it places an outbound call. Instead of an unknown number, the recipient sees a trusted, verified identity on the incoming call screen.
BCID is administered through CTIA and delivered by authorized partners and carriers. It builds on, rather than replaces, existing caller authentication. The framework ties together three things: a vetted business identity, the Rich Call Data that describes the call, and STIR/SHAKEN attestation that proves the call is authorized to use the calling number.
How BCID differs from legacy CNAM
Legacy CNAM is a database-driven caller name lookup that shows limited text and is easy to spoof. BCID is built on verified identity and authenticated calls, so the displayed brand information is tied to a business that has been vetted and to a call that has been cryptographically signed.
Accuracy and consistency matter as much as the technology
Write clear, honest call reasons
Describe the actual purpose of the call in plain language, such as “Appointment Reminder” or “Customer Support.”
Bind RCD to authentication
The displayed data and the STIR/SHAKEN signature should travel together so carriers can confirm the brand belongs to an authenticated call.
Each call is signed with an attestation level
A-Level (full)
The provider authenticated the caller and confirmed they are authorized to use the calling number. The goal for branded calling.
B-Level (partial)
The provider authenticated the caller but cannot confirm authorization for the specific number.
C-Level (gateway)
The provider originated the call but cannot authenticate the caller or the number.
For branded calling, A-Level attestation is the goal. It gives carriers the strongest signal that a call is legitimate, which supports trusted display of Rich Call Data. Earning A-Level attestation usually depends on your carrier relationship and how your numbers are provisioned, so it's worth confirming during planning rather than after launch.
The display is only as effective as the assets behind it
Business name
Display the name customers associate with you. A mismatch can create the same hesitation as an unknown number.
Logo
A clean, recognizable logo that meets the program's format and resolution requirements, and that you're entitled to use.
Reason for call
Short, specific, and truthful. Never a marketing headline — honest reasons protect long-term trust.
Branded calling does not erase a poor number reputation
If a number is already labeled “Spam Likely” or has been blocked, branded display alone will not repair that history. Reputation has to be managed alongside branding: monitor how your numbers are labeled across carriers, right-size call volume and pacing, maintain clear consent, remediate mislabeled or blocked numbers promptly, and avoid frequent number rotation, which can erode established reputation.
Treat number reputation as an ongoing program. Healthy reputation, accurate RCD, and A-Level attestation together produce far better answer rates than any one of them alone.
Many providers manage only the display
All four CTIA Branded Calling ID™ partner roles
Business vetting guidance from a partner CTIA has authorized as Onboarding Agent, Vetting Agent, Signing Agent, and Originating Service Provider.
A-Level attestation
Signed through carrier infrastructure, not a third-party aggregator.
Direct carrier termination
Reducing third-party hand-off issues.
RCD configuration
Aligned with best practices from setup through launch.
Reputation monitoring
Ongoing visibility plus spam-label remediation.