CNAM Paradigm Shift to Branded Calling: During this confusion, is the perfect storm forming?

An Op-Ed from NumHub CEO Mark Bilton-Smith 

A comfort zone is a wonderful place, but as the saying goes, nothing grows there. When our comfort distracts us from seeing what might benefit us, it might be time to get up off the couch, look out the window, and find out what the impact will be from that perfect storm forming.  

My journey in telecom began in 1988 as a certified low-voltage technician, followed by my role as a Verizon as wireline outside plant installation & repair contractor. My career began as a business telephone system installer. This path progressed to leading telecom teams, navigating business startups, and orchestrating CLEC turnarounds. Today, at the pinnacle of my 37-year telecom career and as CEO of NumHub, I consider myself incredibly fortunate. I'm inspired by leaders who empower others and deeply value the culture we've cultivated at NumHub, where everyone has the opportunity to lead, learn, and grow through the fearless adventure of knowing what to do, when no one is telling them what to do. 

Before my arrival in the telecom world, during the year of my high school graduation, the 1984 divestiture of Ma Bell opened the door to a competitive telecom market; if not for this, I may not have had the opportunity to be in telecom. Although I did not personally witness this change that led to most of our careers in telecom, I've since witnessed how the telecom industry can sometimes prolong progress through resistance to change. In my career, internet and cellular phones entered the scene, directly related to my employment and specialty, end user telephone systems IA2 and Centrex co-existed, then digital, to VoIP, then right back to cloud services, similar to where we started with Centrix! The NPAC transition from Neustar to Iconectiv is another perfect example we can all relate to, and I am told STIR/SHAKEN discussions first started almost 20 years ago!  

Change is rarely easy, but when it promises significant technological advancements – like the divestiture, NPAC changing hands, or STIR/SHAKEN  –  I believe it might be a good time to get off the couch and prepare for the next perfect storm. 

A perfect storm seems to be forming, but this storm is unique. It might initially keep us in our comfort zone by creating confusion in the form of fear, uncertainty, and doubt, but in this instance, similarly to the other changes I mentioned before, I believe this confusion is being amplified by the established players who have long held influence over CNAM, and the current branded calling solutions, in pursuit of the land grab for the masses who have not yet had access to an industry solution that is proven by the limited number of companies that have traditionally benefited from this needed change.  

The Gathering Storm: A Monumental Opportunity for U.S. Telecom, Businesses and Consumers 

We are witnessing a transformative shift from outdated CNAM to the dynamic world of Branded Calling ID™ (BCID). Businesses are desperate to ensure their legitimate calls are  easily identified and answered, leading to better customer engagement and stronger brand trust. Simultaneously, consumers are yearning for a communication experience where they can confidently identify and answer valuable calls, finally putting an end to the relentless barrage of unwanted and fraudulent attempts. 

The FCC's recent Eighth Report & Order illustrates their proactive stance in encouraging the industry to define a robust and universally accessible branded calling solution underscoring the urgency of addressing the growing concerns surrounding telephone fraud, impersonation, and robocalling. Imagine a future where legitimate calls are presented in an enhanced format, complete with Rich Call Data (RCD), directly on consumers' preferred mobile devices. 

This "perfect storm" of necessity, technological advancement, and regulatory support is undeniably propelling us towards a BCID ecosystem that promises to deliver significant benefits to every consumer, legitimate business, and telecom provider across the United States this year. This isn't just a domestic evolution; the success we achieve here will undoubtedly serve as a global blueprint for the future of trusted communication. 

Consider this: currently, only around 5,000 enterprise businesses out of America's 33 million benefit from branded calling! This stark reality underscores the immense opportunity ahead. At NumHub, we firmly believe in and support because we see its potential to fundamentally change this landscape, democratizing access to this crucial technology. 

This massive undertaking requires a collaborative spirit, and the momentum is building because the industry understands that true change requires a collective effort. This is precisely what is being delivered – an industry-adopted , secure, and governed solution that allows everyone to engage and win! One that supports something that started out as a dream and will soon become a reality: the recognition of 33+ million legitimate businesses by their consumers, fostering a future where answering phone calls is met with anticipation and trust. 

It's important to emphasize that there will be many solutions in this evolving landscape, not just BCID. We have seen significant advancements due to the contributions from these legacy CNAM and branded calling providers, and my thanks go out for their efforts and future advancements they will continue to make. Furthermore, major players at different levels of the ecosystem are getting involved. From the handset provider perspective, we have innovative solutions like Apple Business Connect and Samsung's brilliant display of a fully branded calling presentation. At the cellular network level, we're seeing increased engagement from providers like T-Mobile, Verizon, and AT&T in implementing and supporting new branded calling initiatives.  

Globally, we're also seeing significant developments. France’s recent STIR/SHAKEN implementation, which may block or shut down calls that are not properly signed, highlights the growing international focus on call authentication and verification. 

The encouraging news is that all these solutions are going to work. In this "perfect storm," we will all win. For all the current and upcoming solutions we implement, we will learn from them, with the hope that they will be perfected and may one day lead to a truly global industry-adopted and global solution. 

The initial confusion we might experience is a natural part of this transformative journey. It's a period where lack of education and proprietary gatekeeping are being challenged, ultimately leading to a more open and beneficial environment for the entire industry. 

While legacy providers have played a significant role in the history of CNAM and early branded calling, their solutions, alongside the rapidly maturing STIR/SHAKEN framework and the FCC-mandated solution, are maturing rapidly and will be instrumental in authenticating caller ID, supporting the full presentation of caller information, preventing spoofing, and mislabeling of calls. It provides a secure and governed framework where various branded calling solutions, including BCID, will all contribute to a more robust and trustworthy calling ecosystem. This isn't about one solution dominating, but about a collaborative effort where everyone, including traditional telecom carriers, cellular providers, mobile device manufacturers, UCaaS/CCaaS platform and other Communication Service Providers , BPO’s, contact centers, enterprise businesses and even the small businesses, can thrive in a world where our consumers will look forward to answering their calls again! 

The Solution: Celebrating a Future of Trusted Communication for All 

History is indeed repeating itself. The 1984 divestiture of Ma Bell opened the door to a competitive telecom market, leading to the innovation and affordability of mobile, internet, and digital communications. Today, a similar transformation is underway with STIR/SHAKEN enabling secure and governed branded calling that can work consistently and be offered at a competitive price. The entire industry can engage, creating a foundation and competitive landscape where everyone can benefit. We all win. 

STIR/SHAKEN, once fully matured, has the potential to restore trust to our once valued voice communication through its collaborative framework that empowers robust branded calling across all carriers, service providers, platforms, and consumer devices. Operating within the call path using secure SIP-based transmission, it cryptographically signs call data, preserving end-user vetted and verified authenticity from origination to termination. This creates a unified, auditable ecosystem with consistent pricing and legal accountability, supporting a final verification step at the consumer's handset or device, filtering out spoofed  and mislabeled calls, ensuring they see enhanced, verified, and trusted branded information, encouraging them to answer calls with confidence. 
 
With an "everybody wins" philosophy supported by the legacy telecom industry, cellular providers, innovative future ecosystems, and even handset providers like Apple with their Business Connect, we can choose to lean into innovation and change. Consumers are tired of spoofed calls, and businesses are frustrated by unanswered legitimate calls. The advancement of solutions like STIR/SHAKEN and branded calling addresses these challenges, fostering a secure, trusted, and consistent branded calling experience that supports an "everybody wins" philosophy. 

While some legacy providers might resist this shift, history teaches us that the right solutions ultimately prevail. Just as the Ma Bell divestiture created a competitive marketplace, the current evolution will shape the future of branded calling for the better.  

The industry paradigm shift to branded calling is indeed the perfect storm forming, and it's a storm that carries the winds of opportunity for U.S.-based businesses and consumers. While some may want to believe the current status quo is sufficient, we have the technology, the framework, and the regulatory backing to create a unified, secure, branded calling experience and more! By embracing BCID's solution and the STIR/SHAKEN framework within a growing and inclusive ecosystem, we are establishing a robust system of enterprise vetting and authentication. This, alongside the accelerating adoption fueled by continued education, will significantly reduce the likelihood of legitimate business calls being mislabeled , ultimately benefiting the entire communication landscape." 

NumHub specializes in simplified SaaS solutions that empower simplified local number porting, Toll-Free number right to use governance and Branded Calling, most importantly, benefit everyone in the telecom industry from a carrier-neutral standpoint. I believe in carrier-neutral solutions because they embody the philosophy of an "everybody wins" collaboration, resulting in positive outcomes for the masses. With our focus on national number portability, empowering organizations with innovative toll-free number right to use governance, and next-generation branded calling ID, I feel privileged to share my thoughts on what I believe is a significant storm gathering on the horizon, and one worthy of our attention. 

I choose to step outside my comfort zone, embrace this future, and continue my 37+ year commitment to the telecom industry. At NumHub, we are excited to be part of this journey, empowering others with our BCID enablement platform and services to fuel the adoption of making everyone the face of secure and trusted communications. We believe in and fully support the hope of an "everybody wins" philosophy for the entire telecom and communications industry.