March 23, 2022

T-Mobile Partners With CTIA Introducing Branded Caller ID Standardization

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T-Mobile Partners with CTIA for Branded Caller ID Standardization

Robocalls and scam artists have made answering the phone a scary proposition for many consumers. The FTC has been working hard to stop these deceitful practices and restore consumer confidence in the industry once again.

But while recent industry regulations have helped stop many illegitimate calls, including robocalls, they have also created problems for legitimate outgoing call campaigns. Some companies have seen their calls erroneously labeled as spam or scams. Fortunately, some recent developments are improving the business climate for call centers. 

Carrier Fragmentation in Caller ID Display

One of these developments is T-Mobile partnering with CTIA to create a standard for branded caller ID (BCI). Carrier fragmentation has been an ongoing issue, and this partnership aims to tackle that problem. This fragmentation means that caller ID information does not always appear in the same manner across devices and service providers. The problem lies with enhanced caller ID services that display information that is not consistent.

One carrier may label you as a legitimate caller, while another may identify you as a spammer. An incorrect label can keep many of your calls from reaching their targets. As such, it is essential to create a standard caller ID display that makes sense for businesses and consumers alike.

Branded Caller ID Standardization Is Essential

The inconsistency in caller ID labels ensures that many calls will not reach their destination. Some leads will receive accurate caller ID information and answer your sales teams’ calls. Others may mistakenly receive a spam warning or something worse, so they will not answer and most probably will also block your number. You risk losing their business for good. 

In contrast, accurate caller ID information is a proven method of boosting answer rates and building consumer trust. The right caller ID labels will enhance a brand’s reputation with call recipients, which can create a profitable, long-term relationship.

Industry Collaboration for BCI Reform

T-Mobile and CTIA are now working together to tackle the problem of inconsistency. T-Mobile reports that previous caller ID information was taken from some inaccurate third-party databases. The company is now working with Rich Call Data (RCD). RCD is gathered on the call’s receiving end from the calling organization, so it is more accurate.

This breakthrough means that caller ID information can be transmitted more efficiently through the STIR/SHAKEN framework, resulting in more consistent labels. The technology makes it so that your company will not be misidentified as a spam caller. 

How Does Branded Caller ID Help Fight Scammers?

BCI will be a curse for scammers. They will now have a more difficult time fooling call recipients thanks to this process. Branded caller ID allows a company’s accurate information to display on the caller ID of customers and leads. This data typically includes the following pieces of information:

  • Company Name
  • Calling Department
  • Verified Phone Number Status
  • Company Logo

While this display can vary a bit based on carriers, it provides insightful information for existing and potential customers. Many customers are wary of unknown phone numbers due to the high volume of scam calls in recent years. Some have even stopped answering any of their calls except for those from close family and friends.

Scam Trends in 2021

Scammers employ tactics in which they try to masquerade as legitimate companies. Studies of scam calls in 2021 identified the following trends of how scammers posed as businesses:

  • 51% Vehicle Warranty
  • 9% Wireless Providers
  • 6% Car Insurance
  • 4% Package Delivery/Online Orders

All Americans have — or at least use — some of these services. Posing as these companies increased the chances that scammers could acquire sensitive information from consumers. If your “insurance agent” calls, you tend to trust them.

Branded caller ID lends legitimacy to your company’s calls. By displaying the “verified phone number” along with branded business information, you ensure that consumers feel more at ease answering your calls. They can now be certain that you are a reputable company and are not a scammer trying to take advantage of them. 

Standardizing the Future of Caller ID

Branded Caller ID has the potential to repair the erosion in consumer confidence caused by incessant robocalls and other scam artists. Consumers have largely stopped answering any unknown calls or those labeled spam. Because consumer trust is so low in calling campaigns, the answer rate for most of these efforts has been greatly reduced. Consumers would rather miss a few legitimate calls than answer even one scam call. This attitude has significantly harmed the call center industry. 

With the creation of best practices in caller ID display, such as BCI and RCD, consumers can easily spot the difference between legitimate calls and scam calls. They will no longer have to endure unwanted interactions with illegitimate callers. This will instill trust in the current dialing ecosystem and stop the plunge of answering rates due to consumer wariness. It will soon be safe to answer your phone again.

See how Caller ID Reputation® can support your business!