Blog » Elevating Trust: How Rich Call Data (RCD) Powers the STIR/SHAKEN Framework

September 16, 2026

Elevating Trust: How Rich Call Data (RCD) Powers the STIR/SHAKEN Framework

Elevating Trust: How Rich Call Data (RCD) Powers the STIR/SHAKEN Framework

Rich Call Data (RCD) transforms how your business information appears on caller ID. The technology:

  • Is built on the STIR/SHAKEN framework
  • Displays your name, logo, and the reason you’re calling
  • May improve your answer rates and reduce spam flags

You can test how your RCD information shows on networks and devices with Device Cloud from Caller ID Reputation®.

More and more Americans are ignoring unknown calls, and for good reason. So, the telecom industry is rolling out new technologies that reduce fraud, restore trust, and verify caller identities.

STIR/SHAKEN already verifies phone numbers to prevent caller ID spoofing, a huge nuisance in recent years. However, RCD, built on the same framework, takes it further by letting you control what people see when your business number appears on their screens. That can make you appear more trustworthy.

What Is STIR/SHAKEN?

STIR/SHAKEN is a call authentication framework that uses digital certificates to “sign” calls as they move through a network.

Here are two components that make up this framework:

What is STIR?

STIR (Secure Telephone Identity Revisited) checks that a call really comes from the phone number that shows up on someone’s caller ID.

What is SHAKEN?

SHAKEN (Signature-based Handling of Asserted Information using toKENs) is the system that carriers use to implement STIR.

STIR/SHAKEN Attestation Levels

Under STIR/SHAKEN, every call gets an attestation level of A, B, or C. The levels show how confident a carrier is that a caller ID is legitimate.

Here’s what each attestation level means:

  • A (full attestation): The carrier verifies the caller is allowed to use that phone number, so the caller ID is real.
  • B (partial attestation): The carrier knows who’s making the call but isn’t sure they’re allowed to use that phone number, so the caller ID is less certain.
  • C (gateway attestation): The carrier can’t confirm whether the caller ID is accurate or not.

The problem, though, is that call recipients can’t see attestation levels on their phone when receiving calls. Whether a caller ID has an A, B, or C attestation, screens only display a raw phone number.

This is where RCD can help.

What Does RCD Achieve?

Rich call data lets your business offer much more than just a number in caller ID. You can add specific details about your company so potential customers can see who’s calling and why.

You can display your business name, your brand logo, and the reason you’re calling. The latter is shown as a short piece of text, such as “appointment reminder” or “customer service.”

Caller Name (CNAM) does something similar by showing the name of your business (up to 15 characters) on caller ID. However, this service relies on the recipient’s carrier to look up your name from a third-party database before displaying it, which means the information might be wrong or out of date.

RCD, on the other hand, comes directly from your business. You control what potential customers get to see.

What are the Differences Between CNAM and RCD?

Here’s how CNAM and RCD differ:

What are CNAM’s limitatons?

  • Data source: The carrier looks up information in a third-party database
  • Content: 15 characters of text only
  • Security: Easily spoofed
  • Cost: Often involves carrier fees

What are RCD’s benefts?

  • Data source: Sent by your business
  • Content: Name, logo, and reason for your call
  • Security: Protected with cryptographic security
  • Cost: Included as part of SIP setup (see below)

How Does RCD Work?

Rich call data uses the STIR/SHAKEN framework to authenticate a call’s legitimacy and transmit caller ID data to a receiving phone. Here’s how RCD works:

Authentication and signing

When you place a call, your service provider creates a PASSporT (Personal Assertion Token) as part of the STIR/SHAKEN framework. It’s placed directly into the SIP (Session Initiation Protocol) Identity header, which is the system that sets up and authenticates IP-based phone calls.

What RCD sends

RCD sends all your business data along with the call. When it comes to your brand logo, RCD doesn’t transmit the image file, as it would be too big. Instead, it sends a secure URL that points to the image and a cryptographic hash to make sure nobody tampers with it.

Transit

Your call then moves through the digital network. STIR/SHAKEN uses cryptographic signatures and certificates, so bad actors can’t alter RCD during transit.

Verification and display

The receiving carrier checks the cryptographic signature to make sure the call is legitimate, verifies the certificate, and pulls RCD information.

Your business name, logo, and other details then appear on the receiver’s caller ID.

Why RCD is Critical for Your Phone Number Reputation

RCD transforms a potential customer’s caller ID into a more trustworthy, branded experience. The benefits of using it include:

  • Increased answer rates: Customers are more likely to pick up the phone if they see a familiar logo and a genuine reason for the call.
  • Brand protection: RCD is tied to STIR/SHAKEN, so it’s nearly impossible for fraudsters to alter your information or logo.
  • Reduced spam flags: Carriers and analytics engines are less likely to flag verified RCD calls as spam.

Building Trust in Your Business Calls

Rich call data is still in its infancy. Not all devices support it just yet, and future success depends on whether carriers work together and roll out this technology across their networks. That’s why it’s important to see how it performs in real-world conditions.

Whether you’re already using RCD or exploring other ways to improve your caller ID, our Device Cloud service lets you test how your calls appear on real networks and devices.

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