TwilioMelissa Blassingame, Robert McCulley, James LapicAnnouncement
Consumers rarely answer unknown numbers, causing legitimate business calls from pharmacies, banks, and delivery drivers to be ignored. Branded Calling addresses this by displaying a verified brand name, logo, and call reason on the recipient’s device to establish trust before the recipient decides to pick up. Twilio expanded Branded Calling to include AT&T (in pilot) alongside T-Mobile and Verizon, building on work since 2021 when they executed the first wireless call using Rich Call Data (RCD) over the PSTN authenticated with STIR/SHAKEN, and later documented the approach and brought the feature to general availability. Customer CareSignal, a healthcare engagement platform, saw a 21% increase in call answer rates. Twilio emphasizes that trust must extend beyond voice to channels like RCS, WhatsApp, Email, and Apple Messages for Business, so the same verified brand carries through every step.
Consumers ignore unknown numbers, so legitimate business calls from pharmacies, banks, and delivery drivers are often missed. Branded Calling addresses this by showing a verified brand name, logo, and reason on the recipient’s device. Twilio has been working on this since 2021, starting with the first wireless call using Rich Call Data (RCD) over PSTN authenticated with STIR/SHAKEN.
Twilio’s Branded Calling uses Rich Call Data (RCD) over the PSTN, authenticated with STIR/SHAKEN, to display a verified brand name, logo, and call reason on the recipient’s device. The feature has been expanded to AT&T (in pilot) in addition to existing coverage on T-Mobile and Verizon.
Branded Calling displays a verified brand name, logo, and call reason on the recipient’s device to establish trust before answering.
Twilio expanded Branded Calling to include AT&T (currently in pilot) alongside T-Mobile and Verizon, building on work since 2021.
Customer CareSignal saw a 21% increase in call answer rates using Branded Calling.
Branded Calling shows a verified brand name, logo, and call reason on the recipient's device to establish trust before the call is answered.
Twilio's Branded Calling is supported on T-Mobile and Verizon, and now includes AT&T in pilot.
CareSignal, a healthcare engagement platform, saw a 21% increase in call answer rates using Branded Calling.
Summaries are generated from the original by a language model. Check the original before relying on it.
See the idea
The Branded Calling trust chain, layer by layer: how identity, STIR/SHAKEN attestation, Rich Call Data, and carrier delivery combine so a verified brand name reaches the recipient's screen.
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