There was, and still is, some legitimacy to using robocalls; businesses frequently use these automated calls as a cost-effective means of reaching their customers. But they’ve become a menace that most wish they didn’t have to deal with. The Federal Communications Commission (FCC) has been making steps toward remedying the problem of unsolicited calls, noting on its website that it is looking into this “top consumer complaint.”
In March 2022, Americans received 4.4 billion robocalls, with every mobile phone owner receiving an average of 13 robocalls. Compared to 5 billion robocalls a year ago, March numbers are a slight decline following the rolling out of STIR/SHAKEN authentication rules. Yet, 4.4 billion calls are still too many for comfort. Bogged down by the many robocalls they receive each month, Americans have resorted to ignoring calls from phone numbers they don’t recognize.
In what would at first glance seem like a contradiction, customers say the telephone is the number one communication channel they couldn’t live without when communicating with businesses, yet 94% of all unknown calls go unanswered.
Branded Calls are crucial in this regard. Before the conversation even begins, the caller ID reveals the caller’s business name, logo, location, and some other identifiable information. Rather than seeing an “unknown caller” label and stressing over the inconvenience of a potential spam call, Branded Calls allow customers to identify the source of a call right away. Also, using Branded Call Display ensures that major U.S. carriers do not label your legitimate business phone numbers as spam.
Communications technologies need to evolve to improve the customer experience when they’re connecting with companies. Branded calling, combined with analytics solutions, is an excellent beginning towards restoring trust in voice calling and undoing the harm that robocalls have caused consumers, companies, and carriers.
Leveraging STIR/SHAKEN protocols, Branded Calls ensure that calls to your customers are:
- Verified: Indicates that a company’s identity, and the telephone numbers it uses, are legitimate.
- Authenticated: Signs and certifies that the incoming calls have not been compromised using STIR/SHAKEN digital certificates.
- Branded: Displays the identity or logo of the brand, which aids in recognition and customer recall.
- Contextual: Provides the user with the information they require, including the purpose for the call.
The Risks to Your Business When Not Using Branded Calls
Not using Branded Caller IDs poses serious risks to your business. Here’s why:
Your customers could mistake your calls for spam
Fraudsters are constantly ready and eager to impersonate well-known businesses. With individuals connected to their phones now more than at any other time in the past, telecom scams have become fraudsters’ preferred approach. If your caller ID doesn’t display your company name or logo, there’s a good chance your customers will mistake your call for a spam call and either ignore it or block it outright.
You could be violating the law
The Telephone Consumer Protection Act (TCPA) prohibits companies from using an automated dialer to call a consumer’s cell phone without written consent. If your caller ID doesn’t accurately reflect your brand, you could be in violation of this law.
Your calls could get blocked by carriers
Major U.S. carriers are now blocking calls that come from numbers that are not verified and authenticated as belonging to a legitimate business. If your calls are getting blocked, it’s likely because your caller ID is not properly branded.
You could be losing out on sales and customer retention
If your customers can’t recognize your calls, they’re less likely to answer them. This could lead to lost sales and customer attrition.
Your brand could be damaged
Your calls being mistaken for spam reflects poorly on your brand and could damage your reputation.
Benefits of Using Branded Calls
There are many benefits to using Branded Calls, including:
Increased customer trust and confidence
When your customers see your company name and logo on their caller ID, they’ll be more likely to trust and be confident in your brand.
Improved customer recognition
Customers are more likely to remember your brand when they see it every time you call them.
Reduced chance of being mistaken for spam
By authenticating your calls with STIR/SHAKEN, you can ensure that your calls will not be labeled as spam by major U.S. carriers.
Increased sales and customer retention
When customers can easily recognize and remember your brand, they’re more likely to answer your calls, leading to increased sales and customer retention.
Improved brand reputation
Branded Calls help improve the reputation of your brand by ensuring that your calls are not mistaken for spam. A branded phone call can help you create a more visual experience that entices customers to interact with your business and its offerings.
Reduced risk of violating the law
By using Branded Calls, you can ensure that your caller ID is accurate and in compliance with the Telephone Consumer Protection Act (TCPA).
Reduced risk of having your calls blocked by carriers
By authenticating your calls and following STIR/SHAKEN protocols, your calls are less likely to be blocked by major U.S. carriers.
Ensuring Completion of Your Business Calls
The best way to ensure your calls reach the intended end-user is by registering your numbers with The Campaign Registry (for messaging) and the Free Caller Registry (for voice calls) before commencing your customer outreach campaign.
What are The Campaign Registry and the Free Caller Registry?
The Campaign Registry is a database of known and trusted businesses that have registered their numbers for use in customer outreach campaigns. In the United States, the Campaign Registry is the main source of data for 10-digit long code (10DLC) messaging campaigns. It enables mobile network operators (MNOs) to track who sent a specific 10DLC message, allowing them to compare claims to real messaging behavior. The registry helps ensure that phone numbers are not blocked as spam by major U.S. carriers.
The Free Caller Registry, on the other hand, is a service that allows businesses to register their numbers for free so that they can be included in the National Do Not Call Registry. The registry helps to ensure that your calls are not labeled as spam by major U.S. carriers.
In order to use either of these services, you will need to have a valid and working U.S. telephone number. You will also need to provide some basic information about your business, such as your company name, address, and contact information.
Once you have registered your numbers with The Campaign Registry and the Free Caller Registry, you will be able to start using Branded Calls to increase the likelihood that your calls are answered and completed.
How Signalmash Can Help
Because the telecommunications sector is highly regulated, businesses often find navigating it a challenge. Signalmash keeps up with new guidelines and regulations and helps you navigate them in a way that improves the experience customers have with your business as well as your bottom line. We’ll guide you through setting up your Branded Calls, including registering with The Campaign Registry so that you can reduce the number of your business calls that go unanswered.
Branded Caller ID is the future of voice communications, and it’s crucial for businesses that want to stay ahead of the curve. If you’re not using Branded Caller ID, now is the time to start. Reach out to us today, and let us show you how!
Ask how you can cut your Twilio or CPaaS bill by up to 50%.