Trust & Security

Branded Calling (logo + verified name on caller ID)

Branded calling is the modern layer of caller-identity display: instead of (or in addition to) a 15-character CNAM string, the recipient’s phone shows a logo, full business name, and reason-for-call. It is delivered by a handful of competing programs (Hiya Connect, First Orion INFORM, TNS, Google Verified Calls) layered on top of STIR/SHAKEN.

Branded calling vs CNAM

CNAM is a US/CA-only carrier database that returns a 15-char ASCII business name; the receiving carrier pays the dip and may choose not to dip at all. Branded calling is multi-vendor, shows a logo + full name + reason-for-call, charges YOU per call, and depends on the recipient’s device or carrier supporting the specific program you registered with. Most enterprise outbound runs both, with branded calling as the premium layer on top.

The four major programs

Hiya Connect. Spam protection + branded calling. Powers the Samsung default dialer in many regions; integrated with AT&T historically.
First Orion INFORM. Branded calling on T-Mobile-family devices; ENGAGE for outbound campaign branding.
TNS Pre-Call Identity. Branded calling for Verizon-family devices and parts of US Cellular.
Google Verified Calls. Free for businesses, integrated via the Google Business Communications API or CPaaS partners. Displays on Android devices running the Google Phone app.

The programs do not share data. To reach recipients across major US carriers, you typically register with three or four separately.

Rich Call Data (RCD)

RCD (RFC 8946 and related) is the standards-track extension to STIR/SHAKEN that carries verified caller display data (name, logo URL, reason-for-call, jCard) inside the SIP Identity header. The proprietary programs increasingly use RCD as input. Adoption is still uneven across carriers and devices.

Pricing

Roughly $0.01 to $0.10 per branded display, varying by program, volume tier, and feature set (reason-for-call, richer card layouts). Most programs require monthly or annual minimums for enterprise SKUs. Google Verified Calls is free for businesses but typically integrated through a CPaaS partner with its own fees.

iPhone coverage

No system-level branded-calling integration as of 2026. iPhone users see branded calls only if a third-party caller-ID app (Truecaller, Hiya, etc.) is installed and configured. Apple’s Live Caller ID Lookup API (iOS 18+) is privacy-preserving but architecturally different from carrier-network branded calling.