Branded caller ID providers, read for what they sign, show and fix
7 services comparedVendor claims read 2026-10-22
For a business whose calls ring out as an unknown number or "Spam Likely": which services put your name and logo on the screen, on which carriers, and which ones register, watch and clean the numbers underneath. We read seven services' own pages and documentation on 2026-10-22; every status below names the page it came from. More side-by-sides sit in the comparisons index.
Verdict by use case
Best overall
One vetted business identity drives label remediation, monitoring and branded display through CTIA's Branded Calling ID. Its pages say plainly that branding does not lift a spam label, which is why the cleanup comes first.
Best for a small business starting free
Number Registration and a caller reputation view cost nothing, and Branded Call needs no integration: upload numbers, set the brand. Hiya is also one of the engines that labels calls on AT&T.
Best when calls already run through an API
Signing, CNAM, analytics-engine registration and US Enhanced Branded Calling sit on the calls Twilio already places. The docs spell out each carrier's limits, down to Verizon's risk label winning over a logo.
Seven services, nine requirements
Five rows are about what reaches the phone: the signed call, the name, the logo, the BCID route and the CNAM listing. Three are about the label underneath: registering with the analytics engines, watching the numbers and filing removal requests. The last asks whether the service checks that the brand belongs to the business making the call.
The services split into three kinds. Hiya, First Orion and TNS are analytics engines that also sell branding; Twilio and Telnyx are voice platforms that brand the calls they carry; Numeracle and Caller ID Reputation work across carriers on identity, monitoring and cleanup. "Our pick" marks the best-overall verdict.
| Requirement | Our pickNumeracle | Hiya | Twilio | TNS | First Orion | Telnyx | Caller ID Reputation |
|---|---|---|---|---|---|---|---|
| Works with STIR/SHAKEN attestation on your calls | Yes | Check with the vendor | Yes | Check with the vendor | Check with the vendor | Yes | Yes |
| Shows your business name on mobile calls (carriers named) | Yes | Yes | Yes | Yes | Yes | Yes | Check with the vendor |
| Adds a logo and call reason (rich call data) | Yes | Yes | Yes | Yes | Yes | Yes | Check with the vendor |
| Takes part in CTIA's Branded Calling ID (BCID) | Yes | Check with the vendor | Check with the vendor | Yes | Check with the vendor | Yes | Yes |
| Sets the CNAM caller name that landlines see | Check with the vendor | Check with the vendor | Yes | Check with the vendor | Check with the vendor | Check with the vendor | Check with the vendor |
| Registers your numbers with the analytics engines | Yes | Yes | Yes | Yes | Yes | Yes | Yes |
| Monitors how your numbers are labeled | Yes | Yes | Yes | Yes | Yes | Yes | Yes |
| Files label-removal requests for you (remediation) | Yes | Yes | Check with the vendor | Yes | Check with the vendor | Yes | Yes |
| Vets your business, numbers and brand before display | Yes | Yes | Yes | Yes | Yes | Yes | Check with the vendor |
- Works with STIR/SHAKEN attestation on your calls
- Voice providers must sign caller ID under STIR/SHAKEN, and carriers use the result in their blocking and labeling decisions.FCC: Combating Spoofed Robocalls with Caller ID Authentication
- Shows your business name on mobile calls (carriers named)
- A branded name is only worth the networks it reaches; each one names its carriers, devices and limits differently.
- Adds a logo and call reason (rich call data)
- Rich Call Data carries a name, logo and call reason to the handset alongside the signed call.CTIA: Branded Calling ID
- Takes part in CTIA's Branded Calling ID (BCID)
- BCID is the industry-led branded calling ecosystem whose Authorized Partners vet names, logos and call reasons.CTIA: Branded Calling ID Authorized Partners
- Sets the CNAM caller name that landlines see
- A telemarketer must send its number and, when its carrier makes it available, its name.47 CFR § 64.1601(e)
- Registers your numbers with the analytics engines
- Hiya, First Orion and TNS feed the spam labels on many US phones; registering tells them who is calling and why.Free Caller Registry
- Monitors how your numbers are labeled
- Labels change with call patterns and complaints, often without notice, so a number clean today can read "Spam Likely" next week.
- Files label-removal requests for you (remediation)
- A carrier that blocks calls or uses caller ID authentication to deliver them must take error complaints and give a status update within 24 hours.47 CFR § 64.1200(k)(8)
- Vets your business, numbers and brand before display
- Caller ID sent with intent to defraud or cause harm is unlawful; vetting ties the name shown to a business that uses the number.47 CFR § 64.1604 (misleading caller ID)
What the called phone shows
Four things decide what a customer sees when you call, and each is set by someone different. Most teams pay for the fourth before fixing the third. If a dialer places your calls, its caller-ID settings matter as much as any of these: see the predictive dialer and auto dialer comparisons.
Layer 01
The number
Who sets it: Your phone provider sends it, and every carrier in the path must pass it on unaltered (47 CFR § 64.1601(a)).
What you do: Pick the number you send. On sales calls it must take do-not-call requests during business hours.
Layer 02
The CNAM name
Who sets it: A carrier database lookup, 15 characters at most on Twilio's setting. Landlines show it by default; most mobile users only see it if they switched it on.
What you do: Set it through your phone provider or calling platform, and allow a few days for carriers to pick it up.
Layer 03
The spam label
Who sets it: The analytics engine the called person's carrier uses. Hiya's labels reach AT&T customers; First Orion's free registration labels numbers on T-Mobile and, if you opt in to share your details, AT&T.
What you do: Register the numbers, watch the free dashboards, and ask for a review when a label is wrong.
Layer 04
The branded display
Who sets it: A branding service and the called person's carrier, on signed calls. Under BCID that means T-Mobile and Verizon today; the device and OS decide whether a logo shows.
What you do: Have the business, name, logo and call reason vetted, then pay per branded call or by plan.
A label beats a brand. Twilio's documentation says Verizon's risk label takes precedence over the branded display, and Numeracle says branding does not override a spam or scam label. Paying for a logo on a flagged number buys a logo under a warning.
Five free steps before you pay anyone
- 01Register every outbound number once. The Free Caller Registry sends one form to First Orion, Hiya and TNS.
- 02Open the free dashboards. Hiya's caller reputation report and First Orion's Watchlist show which numbers are tagged and why.
- 03Set the CNAM name. Ask your phone provider; it is what landlines and opted-in mobiles read.
- 04Ask your provider for your attestation level. "A" means it knows you and your right to the number; branding vendors cannot set it.
- 05Then pay for branding. And for monitoring once you run more numbers than you can check by hand.
Our Free Caller Registry guide walks through the form field by field, and the Registration pillar covers the texting side of the same job.
What the law asks of caller ID
Branding is optional; accurate caller ID is not. These are the federal rules a branded call sits inside, from the FCC's caller ID rule (47 CFR § 64.1601) to the FTC's Telemarketing Sales Rule. The wider map is in what TCPA compliance covers.
| Rule | What it says | What it means for branding |
|---|---|---|
| 47 CFR § 64.1601(e) | Telemarketers must transmit caller ID: the calling or billing number and, when the carrier makes it available, their name. Blocking it is prohibited. Tax-exempt nonprofits are exempt. | The seller's name and customer-service number may be shown instead, if that number takes do-not-call requests in business hours. Every number a branding service carries must pass that test. |
| 16 CFR § 310.4(a)(8) | The FTC's Telemarketing Sales Rule makes failing to transmit the number, and the name when the carrier allows, an abusive practice. | The same substitution is allowed: the seller's or charity's name and a service number answered during regular business hours. |
| 47 CFR § 64.1604 | No one may knowingly send misleading or inaccurate caller ID with intent to defraud, cause harm or wrongfully obtain anything of value, for calls or texts. | A branded name has to be the business that actually calls. Vetting by the branding service is the check, not a waiver. |
| 47 CFR § 64.6301 | Voice providers must sign caller ID with STIR/SHAKEN on their IP networks. A provider may hire a third party to sign, but it keeps its own certificate and makes every attestation decision. | Your attestation level comes from your phone provider or calling platform. Ask it, not the branding vendor. |
| 47 CFR § 64.1200(k)(8) | A carrier that blocks calls, or uses caller ID authentication to decide how to deliver them, keeps a single point of contact for error complaints, sends a status update within 24 hours and charges nothing. | When a carrier blocks your calls, that contact is your route in; blocked calls also return a SIP 603+ code under (k)(9). |
Vendor by vendor
Each card repeats the table's rows with the detail from the vendor's own page.
Numeracle
What it is
An identity and number-reputation company. It vets the business behind the numbers once, then uses that record for spam-label remediation, branded caller ID and CTIA's Branded Calling ID, where it acts as an Onboarding and Vetting Agent.
Who it fits
Businesses that want label cleanup and branded display run from one vetted identity, through the industry's BCID route.
- Works with STIR/SHAKEN attestation on your callsYes
sVIP sends name, logo and call reason as Rich Call Data on STIR/SHAKEN-signed calls.
- Shows your business name on mobile calls (carriers named)Yes
Display varies by carrier (Verizon, US Cellular, T-Mobile, Boost Mobile, AT&T), device and OS version; BCID currently runs on T-Mobile and Verizon.
- Adds a logo and call reason (rich call data)Yes
Name and logo render with a verification symbol, with delivery confirmed back; no app needed.
- Takes part in CTIA's Branded Calling ID (BCID)Yes
One of the first Authorized Partners, acting as Onboarding Agent and Vetting Agent.
- Sets the CNAM caller name that landlines seeCheck with the vendor
- Registers your numbers with the analytics enginesYes
Entity identity vetting comes first; analytics providers and carriers require it before numbers are registered.
- Monitors how your numbers are labeledYes
After cleanup, numbers are monitored for new labels; a Number Check tool shows real screenshots from Verizon, AT&T and T-Mobile.
- Files label-removal requests for you (remediation)Yes
Number Reputation Management detects and resolves negative labels across the major carriers.
- Vets your business, numbers and brand before displayYes
The business entity is verified before numbers are registered; the same record satisfies sVIP vetting.
Hiya
What it is
One of the analytics engines behind spam labels on US phones, with a business side: free Number Registration, a free caller reputation view and a paid Branded Call product that needs no integration.
Who it fits
A small business that wants to start free, see why a number is labeled, then add branding without touching its phone system.
- Works with STIR/SHAKEN attestation on your callsCheck with the vendor
Hiya authenticates branded calls with its own API pre-announcement; its pages do not describe STIR/SHAKEN signing.
- Shows your business name on mobile calls (carriers named)Yes
Name shows when the recipient's device and network support it; carriers are not listed by name. Also works on unlocked Samsung devices worldwide.
- Adds a logo and call reason (rich call data)Yes
Logo and call reason in many cases, depending on device and network.
- Takes part in CTIA's Branded Calling ID (BCID)Check with the vendor
- Sets the CNAM caller name that landlines seeCheck with the vendor
- Registers your numbers with the analytics enginesYes
Free; numbers are vetted in under a day and registered across the Hiya network and partner networks.
- Monitors how your numbers are labeledYes
A free caller reputation report on networks that use Hiya's spam labeling, AT&T among them.
- Files label-removal requests for you (remediation)Yes
Report a wrong label from the Hiya account, or submit the business number for a one-time review.
- Vets your business, numbers and brand before displayYes
Business details are verified before the branded display goes live, typically within hours to a couple of days.
Twilio
What it is
A communications API whose Voice Trust products sit on calls placed through Twilio: SHAKEN/STIR signing, CNAM, Voice Integrity registration and Branded Calling. US Enhanced Branded Calling is generally available; CNAM and Voice Integrity are in public beta.
Who it fits
Teams whose calls already run through Twilio's API, a dialer or an AI voice agent built on it.
- Works with STIR/SHAKEN attestation on your callsYes
Twilio signs outbound calls and reports the attestation it gave; Enhanced Branded Calling requires SHAKEN/STIR onboarding.
- Shows your business name on mobile calls (carriers named)Yes
US Enhanced (name, logo, reason) is GA on T-Mobile and Verizon; US Basic (name only) is in public beta.
- Adds a logo and call reason (rich call data)Yes
Logos are vetted against trademark registries. Verizon shows the logo only on Verizon-sold devices, and its risk label wins over branding.
- Takes part in CTIA's Branded Calling ID (BCID)Check with the vendor
Twilio's own blog ties Verizon's launch to BCID; the product documentation does not name BCID.
- Sets the CNAM caller name that landlines seeYes
Up to 15 characters, 48 to 72 hours to reach US carriers; mobile users see it only if they turned CNAM on.
- Registers your numbers with the analytics enginesYes
Voice Integrity registers numbers with the analytics engines behind T-Mobile, Verizon and AT&T.
- Monitors how your numbers are labeledYes
Voice Integrity both registers numbers and monitors their reputation.
- Files label-removal requests for you (remediation)Check with the vendor
- Vets your business, numbers and brand before displayYes
An approved Business Profile with an EIN or DUNS, address, representative and https website; brand review takes up to seven days.
TNS
What it is
Transaction Network Services runs Call Guardian, call analytics sold to carriers, and sells Enterprise Branded Calling, Spoof Protection and Telephone Number Reputation Monitoring to businesses.
Who it fits
Larger callers who want branding on all three national carriers from a company that also scores the calls.
- Works with STIR/SHAKEN attestation on your callsCheck with the vendor
Branded content is delivered only on authenticated calls; the pages do not say how the call is signed.
- Shows your business name on mobile calls (carriers named)Yes
Name on every call, no app, to over 300 million consumers on iOS and Android across Verizon, AT&T and T-Mobile.
- Adds a logo and call reason (rich call data)Yes
Name, logo and call intent.
- Takes part in CTIA's Branded Calling ID (BCID)Yes
BCID is listed as a key feature of TNS Enterprise Branded Calling.
- Sets the CNAM caller name that landlines seeCheck with the vendor
- Registers your numbers with the analytics enginesYes
Numbers are registered and vetted as part of onboarding; TNS is also one of the three engines the Free Caller Registry reaches.
- Monitors how your numbers are labeledYes
Real-time alerts on spam labels and reputation-score changes; optional alongside branding.
- Files label-removal requests for you (remediation)Yes
Says it resolves spam labeling across major phone networks; registered numbers are analysed to help redress issues.
- Vets your business, numbers and brand before displayYes
Vetting and onboarding before calls are enriched.
First Orion
What it is
A call-analytics company whose free Business Number Registration feeds call labels on T-Mobile and AT&T, with INFORM branded calling and AFFIRM reputation monitoring on top.
Who it fits
Businesses whose customers are heavily on T-Mobile, or that want a carrier-based brand without an app.
- Works with STIR/SHAKEN attestation on your callsCheck with the vendor
Lists STIR/SHAKEN among calling practices; does not say INFORM signs calls.
- Shows your business name on mobile calls (carriers named)Yes
INFORM works on T-Mobile, Verizon, Boost Mobile and AT&T, plus Rogers and Bell in Canada, without an app.
- Adds a logo and call reason (rich call data)Yes
INFORM with Logo; logo branding needs an API or SIP integration with your calling platform.
- Takes part in CTIA's Branded Calling ID (BCID)Check with the vendor
- Sets the CNAM caller name that landlines seeCheck with the vendor
Presents INFORM as the replacement for CNAM; no CNAM setting found.
- Registers your numbers with the analytics enginesYes
Free; you opt in to share your details with AT&T and T-Mobile. A registration API covers T-Mobile only.
- Monitors how your numbers are labeledYes
AFFIRM places validation calls to see how your calls display; the free Watchlist shows when and why a number is tagged on T-Mobile.
- Files label-removal requests for you (remediation)Check with the vendor
Its stated fix for a wrong label is registration plus calling practices; no filing service found.
- Vets your business, numbers and brand before displayYes
Verifies that you own the numbers before registering them.
Telnyx
What it is
A carrier and voice API with Branded Calling (in beta) and a separate Number Reputation product that monitors and remediates spam labels, including for numbers hosted elsewhere.
Who it fits
Developers who want branding, scores and remediation by API, and can live with a beta.
- Works with STIR/SHAKEN attestation on your callsYes
Each branded call is signed with a SHAKEN PASSporT that carries the name, logo and call reason.
- Shows your business name on mobile calls (carriers named)Yes
US-to-US calls to mobile numbers on T-Mobile and Verizon; in beta.
- Adds a logo and call reason (rich call data)Yes
A Display Identity Record holds the name, logo and call reasons.
- Takes part in CTIA's Branded Calling ID (BCID)Yes
Built on the industry registry managed by CTIA; Telnyx handles the registry on your behalf.
- Sets the CNAM caller name that landlines seeCheck with the vendor
- Registers your numbers with the analytics enginesYes
Registers your numbers on the reputation feed US carriers use.
- Monitors how your numbers are labeledYes
Low, medium or high spam risk per number, with detailed scores and a category when flagged; US only.
- Files label-removal requests for you (remediation)Yes
Remediation requests to the call-analytics networks, up to 2,000 numbers per request.
- Vets your business, numbers and brand before displayYes
Each Display Identity Record is vetted: business identity, "IP ownership" and compliance, in Telnyx's words.
Caller ID Reputation
What it is
A monitoring and remediation service for outbound numbers: it checks how carriers and call-blocking apps flag them, tests STIR/SHAKEN attestation, and offers a managed team that files removal tickets.
Who it fits
Call centres and outbound teams with many numbers that need to know which ones are flagged and have someone fix them.
- Works with STIR/SHAKEN attestation on your callsYes
An attestation tester shows the level carriers assign to your numbers; it checks, it does not sign.
- Shows your business name on mobile calls (carriers named)Check with the vendor
A monitoring service; no branded display product found on its site.
- Adds a logo and call reason (rich call data)Check with the vendor
- Takes part in CTIA's Branded Calling ID (BCID)Yes
Acts as a Vetting Agent in the BCID ecosystem.
- Sets the CNAM caller name that landlines seeCheck with the vendor
- Registers your numbers with the analytics enginesYes
Managed Services include registration with free and paid central registries.
- Monitors how your numbers are labeledYes
Automated checks about 20 times a month across major carriers, call-blocking apps and aggregators, with alerts.
- Files label-removal requests for you (remediation)Yes
A managed team files support tickets with the carriers and data sources on your behalf.
- Vets your business, numbers and brand before displayCheck with the vendor
How we read the claims
Questions callers ask
Will branded caller ID remove a "Spam Likely" label?
Not by itself. Numeracle says branded caller ID does not override spam or scam labels, and Twilio's documentation says that when Verizon's Call Filter rates a call as risky, the risk label takes precedence over the branding. Register the numbers and clear any label first, then add the brand.
Is the Free Caller Registry enough?
It is the right first step. One form reaches First Orion, Hiya and TNS, takes up to 20 numbers typed in (or a file), and costs nothing. Its own terms say registration does not guarantee redress, is not a replacement for reputation monitoring, and is not used to deliver a caller name. Only the business that makes the calls may register; a call centre registering for a client has to go to each provider directly.
Can a branding vendor give our calls A-level attestation?
Attestation is decided by the voice provider that originates the call. Under 47 CFR § 64.6301(b) a provider may hire a third party to sign calls, but it must use its own certificate and make every attestation-level decision itself. A branding or monitoring vendor can tell you what level your calls get; your carrier or calling platform is the one that changes it.
What caller ID does the law require on sales calls?
Anyone telemarketing must transmit caller ID, the calling or billing number plus its name when the carrier makes that available, and may never block it (47 CFR § 64.1601(e)). The seller's name and customer-service number may be shown instead, if that number takes do-not-call requests during regular business hours. The FTC's Telemarketing Sales Rule says the same (16 CFR § 310.4(a)(8)), and 47 CFR § 64.1604 bars misleading caller ID sent to defraud, cause harm or wrongly obtain anything of value.
What can we do if a carrier blocks our calls?
A terminating carrier that blocks calls, or uses caller ID authentication to decide how to deliver them, must publish a single point of contact for blocking complaints, give a status update within 24 hours, and charge nothing for a good-faith complaint (47 CFR § 64.1200(k)(8)). A blocked call must also come back with a SIP 603+ code, so your platform's call logs can show which calls were blocked rather than unanswered.
Does branding make an unwanted call legal?
No. A branded name changes who the person sees, not whether you had consent, called inside the 8 a.m. to 9 p.m. window or scrubbed the Do Not Call lists. The statutory damages for an unlawful robocall or robotext are still $500 per call or text, up to three times that ($1,500) if the court finds the violation willful or knowing.
Does Apple's iOS 26 Call Screening change any of this?
It adds a step on iPhones where the user turns it on: the phone answers unknown callers and asks for a name and reason. Hiya says branded calls do not bypass it, but the brand still shows during screening and in call history; Numeracle says the spoken name appears beside the BCID display. Expect answer-rate figures to move once the feature spreads.
Sources
- FCC: Combating Spoofed Robocalls with Caller ID Authenticationfetched 2026-10-22
- CTIA: Branded Calling IDfetched 2026-10-22
- CTIA: Branded Calling ID Authorized Partnersfetched 2026-10-22
- 47 CFR § 64.1601(e)fetched 2026-10-22
- Free Caller Registryfetched 2026-10-22
- 47 CFR § 64.1200(k)(8)fetched 2026-10-22
- 47 CFR § 64.1604 (misleading caller ID)fetched 2026-10-22
- 47 CFR § 64.6301 (caller ID authentication)fetched 2026-10-22
- 16 CFR § 310.4(a)(8) (Telemarketing Sales Rule, caller ID)fetched 2026-10-22
- 47 U.S.C. § 227(b)(3) (private right of action)fetched 2026-10-22
- Hiya Support: How Apple's Call Screening may affect Hiya servicesfetched 2026-10-22
- Numeracle: Secure Verified Identity Presentation (sVIP)fetched 2026-10-22
- Numeracle: Branded Caller IDfetched 2026-10-22
- Numeracle: Number Reputation Managementfetched 2026-10-22
- Hiya: Branded Callfetched 2026-10-22
- Hiya: Number Registrationfetched 2026-10-22
- Hiya: Caller Reputationfetched 2026-10-22
- Hiya Support: Reporting calls mislabeled as spam or incorrect caller IDfetched 2026-10-22
- Twilio Docs: Trusted calling with SHAKEN/STIRfetched 2026-10-22
- Twilio Docs: Branded Calling overviewfetched 2026-10-22
- Twilio Docs: US Enhanced Branded Callingfetched 2026-10-22
- Twilio Docs: Brand your calls using CNAMfetched 2026-10-22
- Twilio Docs: Register your business and phone numbers with Voice Integrityfetched 2026-10-22
- TNS: Enterprise Branded Calling product sheet (July 2026)fetched 2026-10-22
- TNS: Enterprise Branded Callingfetched 2026-10-22
- TNS: Telephone Number Reputation Monitoringfetched 2026-10-22
- First Orion: INFORM Branded Callingfetched 2026-10-22
- First Orion: Free Number Registrationfetched 2026-10-22
- First Orion: AFFIRM Reputation Monitoringfetched 2026-10-22
- Telnyx: Branded Callingfetched 2026-10-22
- Telnyx Docs: Branded Callingfetched 2026-10-22
- Telnyx: Number Reputationfetched 2026-10-22
- Telnyx Docs: Number Reputationfetched 2026-10-22
- Caller ID Reputation: STIR/SHAKEN Attestation Testerfetched 2026-10-22
- Caller ID Reputation: Vetting Agent for BCIDfetched 2026-10-22
- Caller ID Reputation: Managed Services and remediationfetched 2026-10-22