Branded Caller ID (BCID)
Branded calling is a great way for businesses to distinguish themselves from the competition and build customer trust. Something as simple as setting up a branded caller ID can work wonders for your outreach, boost brand recognition, increase your outbound conversion rates, and send ROI through the roof. Let’s take a look at branded calling, what it is, and how it works.
What is BCID?
Branded Caller ID (BCID) is a modern calling solution that allows your business to display your brand name, logo, and even a custom call reason when contacting customers. Instead of showing up as an unknown number, your calls appear with clear, trusted information — right on the recipient’s screen. This helps increase answer rates, reduce spam confusion, and build trust with every call.
Why your calls are being ignored?
79%
of unidentified calls go unanswered.
92%
of Americans reported receiving spam calls in 2023.
78%
of consumers are more willing to answer a call if the caller ID displays the logo and name of a brand they recognize.
Why use Branded Calling ID?
Boost Answer Rates
A recognizable business name on the recipient’s screen increases trust, making customers more likely to pick up.
Professional Presence
Show your callers you’re legitimate and credible with a consistent, branded identity on every outbound call.
Boost Answer Rates
Inbound CNAM helps your team quickly see who’s calling, streamlining support and prioritizing high-value calls.
CNAM: The Legacy Caller ID System
CNAM (Caller Name Presentation) is the traditional system used to display a caller’s name on a recipient’s phone. When a call is made, the recipient’s network performs a lookup in external databases to find a name associated with the number.
How BCID works?
Branded Caller ID (BCID) works through a secure, verified ecosystem that authenticates calls before they reach the recipient. Enterprise callers are vetted by authorized partners, and call data—like logo, name, and call reason—is cryptographically signed using STIR/SHAKEN protocols. This information travels with the call, allowing Terminating Service Providers (TSPs) to display trusted branding on the recipient’s phone. The process ensures identity, protects against spoofing, and enhances consumer trust. With BCID, customers see exactly who’s calling—and why.
Learn more about how CNAM & Branded Caller ID works
CNAM & Branded Caller ID significantly improve communication for call centers, customer support desks, sales teams, and any business that values a professional calling experience. Gain a competitive edge by standing out from unknown or unrecognized numbers, increasing both answer rates and customer satisfaction. Plus, inbound CNAM empowers your agents with instant context about incoming callers, reducing handling time and improving support quality.
Signalmash: Official BCID Partner
As an official BCID Authorized Partner, Signalmash is fully vetted and approved to help businesses deliver trusted, verified, and branded calls to their customers.
We adhere to the strict requirements and best practices set by the BCID governance framework, ensuring your branded calls meet the highest standards for security, authentication, and compliance.
FAQ
Is Branded Caller ID the same as CNAM?
Branded Caller ID extends standard CNAM by allowing enhanced information and branding elements to display. CNAM typically shows a 15-character name, whereas Branded Caller ID can include a more detailed or verified brand display including company logo and reason for the call.
Can I choose any name for outbound CNAM?
There are character limits and compliance guidelines. Typically, you can list your legal or DBA (Doing Business As) name. Our team will guide you through requirements to ensure accurate representation.
Do inbound CNAM queries work internationally?
Inbound CNAM is primarily supported in the US, with partial coverage in Canada. International inbound CNAM availability varies by region and carrier.
How often do carriers update CNAM databases?
Updates can propagate in a few days, but the exact timing varies by carrier. Once you set your outbound ID with Signalmash, we handle synchronization across major databases.
Do I need special hardware to enable CNAM or Branded Caller ID?
No special hardware is required. As long as you’re using Signalmash services, the caller name configuration happens at the network level.
Does Branded Caller ID and CNAM have the same reach?
No, CNAM is generally delivered only to handset users that purchase caller ID services. This means that if the handset user isn’t paying for this feature upgrade, they won’t see the caller ID name unless it matches a contact in their address book or the called party is paying for BCID. Unlike CNAM, BCID service will be delivered to all IOS, Android, and Samsung handsets in the US and but is limited to T-Mobile, and Sprint mobile phones, with Verizon to be added this spring/summer and AT&T to be added by the end of the year. Please note that this is subject to change.
Ready to Elevate Your Caller Experience?
Take control of how your brand appears on calls and instantly know who’s calling you. Sign up today or reach out to our sales team to learn more about CNAM & Branded Caller ID from Signalmash!
