Caller ID spoofing and robocall spam have driven answer rates for unknown numbers to historic lows, with some studies showing that fewer than 30% of calls from unrecognized numbers are answered on mobile phones. STIR/SHAKEN, the call authentication framework mandated by the FCC, addresses caller ID spoofing by cryptographically signing calls to verify that the calling number was legitimately used by the originating carrier. Branded calling takes this further by displaying your business name, logo, and call purpose on the recipient's screen before they answer, dramatically improving answer rates for legitimate business callers.
How STIR/SHAKEN Works and Why It Matters
STIR/SHAKEN, which stands for Secure Telephony Identity Revisited and Secure Handling of Asserted information using toKENs, is a framework where originating carriers cryptographically sign outbound calls with an attestation level based on how well they have verified the caller's right to use the calling number. Attestation A is the highest level and indicates that the carrier has verified both the calling party's identity and their right to use the specific number being presented. Attestation B indicates the carrier verified the calling party but cannot confirm the specific number. Attestation C is the lowest level, indicating no verification of either the caller or the number. When Twilio originates a call from a Twilio number provisioned under your account, the attestation level depends on how your number was acquired and verified in the Twilio system. Calls with Attestation A designation are displayed to recipients as verified and are significantly less likely to be flagged by carrier spam labeling services.
Twilio Voice Integrity and Outbound Caller Verification
Twilio's Voice Integrity program allows businesses to register their outbound calling phone numbers with Twilio's verification system, which in turn improves the attestation level assigned to calls from those numbers and reduces the probability of spam labeling. To participate, you submit your business information, the phone numbers you intend to use for outbound calling, and the use case for those calls through Twilio's regulatory compliance features. Numbers that have been through this process receive better STIR/SHAKEN attestation treatment. Additionally, if your Twilio numbers are being labeled as spam or scam likely by major carrier spam detection services, you can submit those numbers for relabeling through Twilio's support process, which contacts the relevant reputation databases on your behalf. Relabeling requests require documentation that the number is used for legitimate business purposes and is not associated with TCPA violations.
Branded Calling Display on Twilio
Branded calling allows businesses to display their company name and logo on the recipient's mobile screen when an outbound call is delivered, replacing the typical unknown or phone number display with a recognizable brand identity. This capability is delivered through partnerships between Twilio and carrier networks that support branded calling metadata. To enable branded calling on Twilio, you register your business brand with Twilio's branded calling feature, providing your legal business name, logo, and a description of your calling use cases. After registration and approval, calls originating from your verified Twilio numbers to subscribers on participating carrier networks display your brand information. Answer rate improvements from branded calling range from 20 to 50% in documented case studies, which has a direct impact on the cost per contact for outbound sales, appointment confirmation, and customer service programs.
Compliance Obligations for Outbound Calling
Caller ID verification and branded calling improve answer rates but do not replace the consent and compliance requirements that govern outbound calling under the TCPA and the FTC's Telemarketing Sales Rule. Before calling any number for marketing or sales purposes, you must have prior express written consent for autodialed or prerecorded calls to mobile numbers, and for calls to landlines the consent standard differs but remains required for prerecorded calls. Numbers on the National Do Not Call Registry must not receive telemarketing calls unless the caller has an established business relationship exception that qualifies under the applicable rules. Caller ID authentication verifies that you are who you say you are; it does not exempt you from the substantive calling restrictions that the TCPA imposes on the calls themselves. Businesses that increase their answer rates through branded calling and then use those answered calls to make telemarketing contacts without proper consent will see their TCPA exposure increase proportionally.
Conclusion
STIR/SHAKEN attestation and branded calling are two of the most impactful compliance investments for businesses that rely on outbound voice calls, improving both regulatory standing and commercial performance simultaneously. Speak with our compliance team and we will configure Twilio Voice Integrity and branded calling for your outbound call program.
Ready to Transform Your Business Communications?
Get a free consultation with our VoIP experts and discover how we can help you save costs, improve efficiency, and scale your business.
Comments (0)
Join the discussion and share your thoughts (AI-moderated for quality)
Be the first to comment
No comments yet. Share your thoughts below.