The Limitations of Most Branded Calling Solutions

Branded Calling alone isn’t a complete solution to the fraud and spam that plague phone communications. To understand why many branded calling solutions on the market aren’t truly effective, it’s important to first understand how branded calling works.

So, What is Branded Calling?

Commonly known as BCID (Branded Caller ID), branded calling is the display of your company logo, verified identifying information, and call intent directly on the screen of a consumer's smart device when you dial an outbound call. Industry statistics show that displaying a trusted brand increases the likelihood of a consumer answering a call by around 70%. In an era where phone spam is at an all-time high, this increase in answer rates is essential for effective communication.

How Does Branded Calling Work?

Branded calling relies on correctly inserting data into the call path and ensuring that this data is not altered between the call’s origin and delivery. This packet of data is called a STIR/SHAKEN PaSSport, part of the FCC-mandated framework.

The 3 Vulnerabilities of Branded Calling Solutions

Currently, the STIR/SHAKEN framework is not fully implemented, which creates challenges like the loss of the PaSSport or the alteration of its data during the call path. Let’s explore the vulnerabilities that often cause branded calling solutions to fail:

1. Lack of Control Over STIR/SHAKEN Certificate/PaSSport Data

The first vulnerability is that, when you have a phone number, you don’t control the data in your STIR/SHAKEN PaSSport. Typically, the carrier controls this information.

For every call placed, a STIR/SHAKEN certificate (or PaSSport) is required. This packet of data is usually generated by the Originating Service Provider (OSP) without your input or oversight. As a result, if you use a branded calling solution that doesn’t properly onboard or vet your information, your STIR/SHAKEN identifying details may be inaccurate or beyond your control to correct.

With NumHub’s number ownership offering and our role as an onboarding and vetting agent, we give you the control you need to ensure the identifying information in your STIR/SHAKEN PaSSport is accurate.

2. Failure to Comply with the STIR/SHAKEN Framework

The FCC-mandated STIR/SHAKEN framework is crucial to the functionality of branded calling solutions. If a solution doesn’t use this framework, it is neither functional nor reliable. The proper insertion of meta-data into the STIR/SHAKEN PaSSport at the call’s origin is the industry-adopted solution. Any branded calling solution that doesn’t understand or implement this framework is ineffective.

NumHub’s branded calling solution is built to be industry-adopted, ensuring full compliance with the FCC-mandated STIR/SHAKEN framework for successful and secure communications.

3. Vulnerabilities of the LCR TDM Network

The final vulnerability lies within the Least-Cost Routing (LCR) network itself. In the current Time-Division Multiplexing (TDM) framework, once a call is authenticated, it is routed through various carriers. 100% of the industry operates on the LCR model, meaning that calls are routed through the carrier offering the lowest cost for the call path. While this may save money, it also presents risks.

A critical issue is that 60% of the time, the identifying data is altered during the call’s journey from origin to destination. As calls traverse different carriers, their identifying information can be changed or stripped away, undermining the call’s legitimacy. This manipulation can cause recipients to distrust the call, diminishing the effectiveness of branded calling and the trust built through it.

To navigate these complexities and ensure reliable communication, businesses must partner with trusted providers. Working with telecom providers that prioritize security and compliance will improve communication reliability.

How NumHub Solves These Challenges

Branded calling alone isn’t a solution to the fraud and spam that plague phone communications. With NumHub’s secure, authoritative, and industry-adopted solution, you can restore trust in your communications. By giving you greater control over your number’s identity, ensuring compliance with industry frameworks, and partnering with trusted carriers, NumHub ensures that your branded calls are delivered accurately and securely.