February 19, 2020

How Will Enhanced Caller ID Benefit Your Business?

Enhanced Caller ID Benefits

With the implementation of the SHAKEN/STIR framework, many carriers and apps in the telecom industry are providing more transparency. One way in which this is occurring is through “enhanced caller ID”.

Basic caller ID provides the corresponding phone number of all incoming calls on your smartphone’s screen. But if the number isn’t in your phone contacts, the best basic caller ID can provide is the city and/or state the call is from.

Enhanced caller ID provides the name of the person or business that’s calling you, letting you decide if you know the person or business, or if it’s a possible spam or “spoofed” call.

What is Call Spoofing?

Usually, a spam call or robocall originates from a phone number not actually belonging to the caller. In other words, call spoofing occurs when a caller intentionally fakes the information on the caller ID screen.

For instance, if you live rurally, you might recognize your local area code and think it must be someone you know calling. Spammers and spoofers rely on this. In fact, some spam callers may even use a phone number that’s actually saved in your phone in an effort to seem legitimate so you’ll answer. The added benefits for scammers is that the more often you answer these calls, the more likely you are to receive them.

How Does Enhanced Caller ID Work?

Whenever you’re receiving an incoming call, if the phone number isn’t already saved in your phone, enhanced caller ID attempts to retrieve the name of the person or business calling from a nationwide database. When it’s possible, the enhanced caller ID function displays the name and the number on your screen.

How is Regular Caller ID Different from Enhanced Caller ID?

A regular caller ID service only provides the incoming call’s phone number. With enhanced caller ID, the service attempts to find the name of the person or business the phone number is registered to.

Why Use Enhanced Caller ID?

Do you ever wonder how many of your business’ phone calls go unanswered because the person or business you’re calling doesn’t recognize your number?

Currently, many telecom and app companies are working on enhanced caller ID functions. The goal is to allow legitimate businesses to display accurate company information on the caller ID for consumers. With the plague of robocalls, many consumers are hesitant to answer calls from numbers they don’t know. This is one method businesses are using to help improve their answer rates.

In fact, Hiya compiled data collected over the last two years in their “State of the Call” report. Among the data discovered:

  • 41% of people on average pick up numbers that are not saved in their contact list
  • 65% of consumers are more likely to answer calls that are identified as a business which are not saved in their contacts

According to First Orion:

  • 92% of mobile phone users prefer knowing who is call them
  • 84% of calls are not answered

In addition to just displaying information, many of these services are offering verification features as well. This will work to show the consumer that the call is coming from a verified source and is not being spoofed by a scammer.

Who Offers Enhanced Caller ID?

Currently, several companies and apps are working on their own versions of enhanced caller ID. The functions and displays of these will likely differ slightly depending on the company implementing the service. However the general idea is to allow a business to register their phone numbers, company name and logo to display on a caller ID.

Among the major players are:

  • Neustar
  • First Orion
  • Hiya
  • TNSI
  • Truecaller

And other telecom companies are introducing their own compatible apps, as well, such as:

Samsung Smart Call

Samsung Smart Call will allow businesses to display their enhanced caller ID information for users. In addition, this will add additional functionality for Samsung phones to allow users to search and find local businesses easier than ever before. Smart Call is currently powered by Hiya data.

AT&T Call Protect Plus

AT&T aims to allow users to use their paid version of Call Protect Plus to view enhanced caller IDs. In addition to this, they will allow reverse phone number lookups and some additional features. Call Protect Plus uses data provided from Hiya.

First Orion Call Enhancement Suite and Engage

Call Enhancement Suite, powered by First Orion, will show mobile users their version of enhanced caller ID. It will show whether a phone number is verified to a business, along with the business name, logo, and reason for calling. The verification technology will allow consumers to know that the phone number calling them is not being spoofed by a scammer. First Orion’s Engage technology powers this app.

First Orion will also allow businesses to register their CNAM and other information, such as the Do Not Originate Registry (DNO) through Call Transparency.


Truecaller is a call-blocking app that also provides their own unique version of enhanced caller ID. Their goal is to show mobile phone users caller ID information, including a picture, name, location, and call type (landline, mobile, pre-paid) to their users. In addition, numbers flagged as “scam likely” will show the report details regarding the number of complaints.

TNSI Enhanced Caller ID

TNSI’s Enhanced Caller ID offers a range of services, including name ID, text ID, spam ID and business ID. Their overall goal is to increase customer experiences, security and promote trust in legitimate businesses.

Caller Intelligence

Caller Intelligence provides CNAM registration, robocall mitigation and certified caller. Certified caller services will help to verify and inform consumers that the caller ID is not being spoofed by scammers. Neustar powers Caller Intelligence.

How do Enhanced Caller ID Services Work Together?

Currently, it appears as if there may be some elements of fragmentation between the various services offered. Just because you are using an enhanced caller ID service from one company or carrier doesn’t mean that this will necessarily appear the same across the board. Mobile devices, apps, and carriers will likely face some elements of cross compatibility with the initial rollout of these features.

However, having enhanced caller ID information available for those that can receive it should yield benefits for your business. Polls show the vast majority of consumers are more likely to answer a call if they know who it is from.

Benefits for Business Enhanced Caller ID

In addition to the benefits noted above, with enhanced caller ID for business, you can also:

Increase your answer rates

Consumers are more likely to answer a call if they know who it is from. If a consumer is familiar with a business and see’s their business name displaying on a caller ID they are more likely to answer. Brand awareness instills trust when calling and helps to eliminate wasted time through playing phone tag or leaving messages.

For example, if your credit card company calls you to inquire about suspicious account activities, it is unlikely you will have the number saved in your phone. With enhanced caller ID, the call customer might be more likely to answer the call on the first ring saving time and frustration.

Provide brand transparency

For bigger companies or organizations, branding is vital. When placing outbound calls an organization can split the display of their enhanced caller ID for different departments. A hospital for example may be placing calls for follow ups, lab results, appointment reminders or even collections for past due bills. Obviously collections is a necessary facet of the healthcare industry, however consumers are generally wary of these types of calls.

By using department branded caller ID an organization can provide a level of comfort to their consumers. This can help to alleviate concerns of potential scams for an individual receiving a call to inquire about billing issues.

Instill confidence

Consumers are wary of not only unfamiliar calls, but unexpected calls from companies as well even if they are familiar with them. Enhanced caller ID will not only display the company’s name that is calling, but also whether the call has been authenticated. By display call authentication inforamtion, a consumer is more likely to answer if they have the confidence that it is not being spoofed.

Does This Mean You Won’t Receive Any More Robocalls?

No. Not yet, anyway. However, that is the ultimate goal.

But at this time, the SHAKEN/STIR protocol isn’t yet able to block unverified phone calls. Over time, it’s expected that the information gathered, however, will be useful in identifying who’s placing those calls and close them down. With the information enhanced caller ID is able to provide, though, you will see whose numbers have been verified.

As more phone companies adopt the verification technology, more robust call-blocking apps are sure to go into development. Signs of unverified call-blocking are beginning to appear.

Do you want to see the benefits enhanced caller ID verification could provide for your business? Contact caller ID Reputation today.