Branded Caller ID: Carriers, Costs, and How It Works

Q: Does branded caller ID work on all phones?

Display depends on the recipients carrier, device model, and operating system. Apple iPhone XS and newer devices generally need iOS 18.5 or later for logo display, and call reason is not currently supported on iOS due to an Apple limitation. Android devices typically need Android 14 or newer for full branded display, including name, logo, and call reason. Unlocked, BYOD, and MVNO devices may show name-only or no branding at all. Carrier-provisioned devices on the major networks have the most predictable branded display behavior. Operators should test across carrier and device combinations before going live at scale.

Written by: Matt Beucler, CEO, Plura AI

Key Takeaways

Branded caller ID replaces generic or spam labels with a verified business name, logo, and call reason on recipients’ screens.
Verizon and T-Mobile currently support branded calling, and AT&T is expected to fully join the ecosystem in 2026.⁵
Branded caller ID uses STIR/SHAKEN authentication plus Rich Call Data (RCD) to deliver verified branding across supported carriers and devices.
Per-call fees typically range from $0.005 to $0.12 per attempt, so volume planning is critical for high-volume teams.³
Plura AI is an FCC-licensed carrier that issues branded caller ID directly at the carrier level as part of its AI-powered communications platform. See how it fits into a compliant outbound solution.

How Branded Caller ID Works for Outbound Teams

Branded caller ID is a carrier-level service that displays a verified business identity, including company name, logo, and an optional call reason, on a recipient’s smartphone screen before they answer. It relies on two technologies. STIR/SHAKEN (Secure Telephone Identity Revisited / Signature-based Handling of Asserted information using toKENs) cryptographically authenticates that the call genuinely originates from the displayed number. Rich Call Data (RCD) carries the business name, logo, and call reason alongside the authenticated call, as defined by IETF RFC 9795.

Current Branded Caller ID Support by Major Carriers

AT&T, Verizon, and T-Mobile all support branded caller ID, but the specifics differ. As of September 2026, Verizon and T-Mobile support branded calling, while AT&T is expected to fully enter the branded calling ecosystem in 2026.

Verizon

Verizon supports branded caller ID through its partnership with TNS (TransNexus), not First Orion. A key limitation is that Verizon requires the recipient to have the Call Filter app installed for branded display to appear at all. Without the app, branding may not render on the recipient’s device.

T-Mobile

T-Mobile supports branded caller ID through its partnership with First Orion. Display is available on both iOS and Android devices, with name, logo, and call reason supported on eligible devices running recent operating systems. Display name on T-Mobile supports up to 32 characters in basic mode and up to 35 characters in enhanced mode.

AT&T

AT&T has been slower to adopt branded calling. As of 2026, AT&T uses Hiya for its branded calling display and is expected to fully enter the branded calling ecosystem during 2026.⁵ Historically, AT&T’s consumer caller ID features have required recipients to have ActiveArmor advanced mobile security or the caller in their contacts for name display. The table below summarizes current support and key requirements for each major carrier.

Carrier	Branded Calling Support	Key Requirements
Verizon	Yes via TNS partnership	Recipient must have Call Filter app installed
T-Mobile	Yes via First Orion partnership	A-level STIR/SHAKEN attestation, eligible device
AT&T	Rolling out in 2026 via Hiya partnership	Historically limited, full ecosystem entry expected 2026

Support also varies by device, operating system, and line type. Even on supported carriers, unlocked, BYOD, and MVNO devices may show name-only display or no branding at all. Carrier-provisioned devices on the major networks generally have the most predictable branded display behavior.

See carrier-grade branded caller ID inside a compliant outbound platform.

The Three Layers Behind Branded Caller ID

Branded caller ID works through a three-layer process.

Origination. When your business places a call, your originating carrier signs the call with a STIR/SHAKEN digital certificate. The signature includes an attestation level, A (Full), B (Partial), or C (Gateway), indicating how confident the carrier is that the caller is authorized to use the displayed number. Only A-level attestation qualifies for branded display on most carrier programs.
Transmission. Alongside the STIR/SHAKEN signature, the call carries Rich Call Data (RCD), a standards-based payload that includes the verified business name, logo, and reason for the call. This data is signed at origination and travels with the call through the SIP Identity headers.
Termination and display. The terminating carrier verifies the cryptographic signature, checks the integrity of the RCD content, and decides what to render on the recipient’s handset. The final display depends on the recipient’s carrier, device model, operating system version, and whether they have any call-screening apps installed.

The originating carrier signs the call, and the terminating carrier controls the display. Both must support branded calling for the feature to work end to end. The FCC has proposed requiring terminating providers to transmit verified caller identity information for presentation on a consumer’s handset whenever they transmit an indication that a call has received an A-level attestation.

Branded Caller ID Compared to CNAM

CNAM (Caller Name) is the legacy caller-name delivery system. When a call arrives, the terminating carrier may perform a database lookup, often called a “CNAM dip,” to retrieve a text name associated with the calling number. The system has structural limitations that make it unreliable for modern outbound operations:

15-character limit on the name string
Best-effort delivery, because many mobile carriers skip the CNAM dip entirely due to per-call lookup costs
Unverified data, since CNAM pulls from static databases that may be stale or inaccurate
No logo or call reason, because display is text only

Branded caller ID uses a signed assertion about the call itself. The business name, logo, and call reason travel with the call as verified RCD data, authenticated through STIR/SHAKEN. CNAM performs a database lookup about a number, while branded caller ID carries a cryptographic signature that verifies the call itself.

Cost Structure for Branded Caller ID

Branded caller ID pricing varies significantly by provider, carrier, and call volume. The cost structure typically includes some combination of the following:

Per-call fees. This is the dominant pricing model. Carrier-network branding fees generally range from approximately $0.06 or more per branded call attempt, depending on the provider and volume tier. The fee attaches to the attempt, not the answer, so you pay whether the recipient picks up or not.
Monthly platform fees. Some providers offer tiered monthly plans that bundle a set number of branded calls.
One-time setup or registration fees. Some providers charge a one-time fee for business verification and number registration, which can vary based on the provider and the number of phone numbers being registered.

A team placing approximately 1,000 outbound calls per day should expect roughly $2,200 per month in per-call branded caller ID charges at typical rates.³ At 1 million calls per month, carrier branding fees alone can range from $50,000 to $100,000 per month depending on the negotiated rate.³ Always request a detailed quote based on your specific call profile before committing.

How to Choose a Branded Caller ID Provider

The branded caller ID provider landscape falls into three categories.

CPaaS platforms (e.g., Twilio). These are communications platforms that offer branded calling as an add-on to their voice services. Twilio’s Branded Calling became generally available in the U.S. in August 2026, priced at $0.12 per call, and supports Verizon and T-Mobile networks.⁴
Specialized branded calling vendors (e.g., First Orion, Hiya, Numeracle, TransUnion, TNS).⁴ These companies specialize in call authentication, branded display, and number reputation management. They maintain direct carrier relationships and handle the vetting and registration process.
Carrier-integrated solutions (e.g., Plura AI). These are FCC-licensed carriers that issue branded caller ID directly at the carrier level as part of a broader communications platform.

When evaluating providers, assess the following:

Carrier coverage. Determine which carriers the provider supports, including Verizon and T-Mobile today and AT&T as it rolls out in 2026. This determines whether your recipients will actually see the branding.
Compliance features. Confirm whether the provider handles STIR/SHAKEN authentication, DNC scrubbing, and TCPA compliance as integrated features or bolt-on add-ons.² This affects both your risk profile and your operational overhead.
Ease of integration. Review how long setup takes and whether there is a self-service onboarding flow or a professional services requirement. This shapes your deployment timeline.
Reporting. Check whether you can see which calls were actually branded by carrier and device. This visibility helps you tune campaigns and troubleshoot issues.
Cost structure. Compare per-call fees, monthly minimums, and setup costs. This allows you to model total cost against your call volume.

One option that meets these criteria is Plura AI, an FCC-licensed carrier that issues branded caller ID directly at the carrier level as part of its AI-powered communications platform. For high-volume operators, branded caller ID is not a separate add-on. It is integrated into a platform that also includes an AI Predictive Dialer, AI voice agents, AI SMS, RCS, and AI webchat, all running on compliant, U.S.-based infrastructure. Plura’s AI Predictive Dialer and AI voice agents place calls with branded caller ID and STIR/SHAKEN authentication on every outbound call, and the platform enforces real-time DNC scrubbing and supports TCPA compliance before each contact.¹ Carrier-provisioned branded caller ID is a Plura platform capability not available on Twilio-based API resellers. Compare plans and rates side by side.

Limitations and Considerations for Branded Caller ID

Even with the right provider, branded caller ID has real-world constraints every operator should understand before scaling.

Carrier interoperability is incomplete. A call may display as branded on Verizon but fall back to name-only or number-only on T-Mobile or AT&T. Coverage also drops on smaller carriers and MVNOs, which creates inconsistent experiences across your audience.
Device support varies. Apple iPhone XS and newer devices require iOS 18.5 or later for logo display, and Android devices generally need Android 14 or newer for full branded display. This means even on a supported carrier, the recipient’s device may not render the branding.
Branded caller ID does not resolve spam labels. Branded display and spam labeling operate as separate carrier systems. A branded number with a poor reputation can still be flagged “Spam Likely,” so reputation management remains essential.
STIR/SHAKEN attestation level is critical. Only A-level (Full) attestation qualifies for branded display on most carrier programs. B-level and C-level attestation are blocked on most carriers, which limits branding if your calls are not signed at A-level.
Landlines lack branded calling support. Branded calling does not display on landlines, so CNAM remains the primary option for those endpoints.
iOS 26 introduces new screening behavior. iOS 26’s “Ask Reason for Calling” call-screening feature can suppress logo display entirely, with some branded calling implementations falling back to text-only in that scenario. This adds another variable to real-world display behavior.

How to Get Started with Branded Caller ID

Follow these five steps to get branded caller ID set up for your business:

Verify your business and phone numbers with your provider. You will need legal business documentation, a display name typically capped at 32 to 35 characters, and proof that you own the numbers you intend to brand.
Ensure your calls are STIR/SHAKEN authenticated at A-level attestation. This is signed at your originating carrier, not your dialer or CRM. If your provider signs at B or C level, branded display will not work.
Register your numbers with the relevant carriers or through your provider. Your provider handles the carrier submission, and you supply use-case descriptions, consent documentation, and, for enhanced branding, a Letter of Authorization.
Test on different carriers and devices. Branded display varies by receiving carrier, device model, and OS version. Test on Verizon, T-Mobile, and AT&T devices running different iOS and Android versions before going live at scale.
Monitor your call answer rates and spam-label reports. Track answer rates by carrier, watch for spam-label reports, and maintain clean calling practices to protect your number reputation.

Walk through setup and see branded caller ID live on a carrier-grade platform.

FAQ

Which carriers support branded caller ID?

AT&T, Verizon, and T-Mobile all support branded caller ID in the U.S., though support varies by carrier. Verizon delivers branded calling through its partnership with TNS and requires the recipient to have the Call Filter app installed. T-Mobile supports branded calling through its First Orion partnership on eligible iOS and Android devices. AT&T uses Hiya for its branded calling display and is expected to join the ecosystem in 2026, as noted earlier. Coverage also drops on smaller carriers and MVNOs, so operators with a broad recipient base should test across carrier segments before scaling.

How much does branded caller ID cost?

Costs vary by provider and call volume. Per-call fees are the dominant pricing model, with carrier-network branding fees typically ranging from approximately $0.005 to $0.12 per branded call attempt depending on the provider and volume tier. Some providers offer tiered monthly plans, such as Hiya’s published pricing, which starts at $29 per month for 250 calls, and First Orion’s INFORM, which starts at $31 per month for 250 calls. One-time setup and registration fees may also apply. At high volume, per-call fees become the dominant cost driver, as illustrated by the $2,200 monthly estimate for a 1,000-calls-per-day team mentioned earlier. Always request a quote based on your specific call profile.

What is the difference between CNAM and branded caller ID?

CNAM (Caller Name) is the legacy caller-name delivery system. When a call arrives, the terminating carrier may perform a database lookup to retrieve a text name associated with the calling number. As detailed earlier, CNAM has a 15-character limit, is unverified, and supports no logo or call reason. Branded caller ID is a signed assertion that travels with the call as verified Rich Call Data (RCD), authenticated through STIR/SHAKEN. It supports a full business name, logo, and call reason on eligible devices. For modern outbound operations targeting mobile recipients, branded caller ID provides a more reliable and trustworthy presentation.

Does branded caller ID work on all phones?

Display depends on the recipient’s carrier, device model, and operating system. Apple iPhone XS and newer devices generally need iOS 18.5 or later for logo display, and call reason is not currently supported on iOS due to an Apple limitation. Android devices typically need Android 14 or newer for full branded display, including name, logo, and call reason. Unlocked, BYOD, and MVNO devices may show name-only or no branding at all. Carrier-provisioned devices on the major networks have the most predictable branded display behavior. Operators should test across carrier and device combinations before going live at scale.

How do I get branded caller ID for my business?

The process involves five steps. Choose a provider that supports the carriers your recipients use, verify your business identity and phone numbers with that provider, ensure your calls are signed at A-level STIR/SHAKEN attestation by your originating carrier, register your numbers and brand assets with the relevant carriers through your provider, and test across devices and carriers before scaling. Setup typically takes two to five business days for provider verification and carrier submission, though carrier review windows can run five to twenty business days depending on the provider. Ongoing reputation monitoring is recommended after launch to catch any spam-label issues before they affect answer rates.

Conclusion

Branded caller ID is supported by AT&T, Verizon, and T-Mobile, but support is uneven and depends on the right provider and compliance setup. For high-volume outbound operators, the decision centers on carrier coverage, cost structure, and whether branded calling is integrated into a platform that also handles compliance, number reputation, and conversation quality.

Plura AI provides branded caller ID as part of a carrier-grade AI communications platform, issued directly at the carrier level with STIR/SHAKEN authentication on every outbound call and real-time DNC scrubbing and TCPA compliance support built in. Compare plans and rates side by side, or schedule a live walkthrough of the platform.

¹ Plura AI maintains SOC 2, HIPAA, ISO, and GDPR posture as part of its platform infrastructure. References to compliance frameworks in this article describe Plura’s platform capabilities and do not constitute a guarantee that any customer using Plura will themselves be compliant with applicable laws or standards. Customers remain solely responsible for their own regulatory obligations, certifications, consent management, recordkeeping, and the claims they make to their own end users. Consult qualified legal counsel for guidance specific to your use case.

² This article describes regulatory frameworks at a general level and does not constitute legal advice. Laws and regulations vary by jurisdiction, change over time, and apply differently depending on facts and circumstances. Readers should consult qualified legal counsel before making compliance decisions.

³ Performance figures, customer outcomes, and industry statistics referenced in this article are drawn from cited third-party sources or Plura customer case studies. Individual results vary based on implementation, use case, industry, audience, and execution. Past or aggregate performance is not a guarantee of future results.

⁴ References to third-party products, services, companies, or research are made for informational and comparative purposes only. Plura AI is not affiliated with, endorsed by, or sponsored by any third party named in this article unless explicitly stated. Trademarks and product names referenced remain the property of their respective owners.

⁵ This article contains forward-looking statements regarding industry trends, technology adoption, and future capabilities. These statements reflect current expectations and are subject to change. Plura AI undertakes no obligation to update forward-looking statements except as required.

This article is provided for informational purposes only and reflects Plura AI’s understanding at the time of publication. Product capabilities, integrations, and specifications are subject to change. For the most current information, visit plura.ai.

This article was produced with the assistance of AI tools and reviewed by Plura AI prior to publication.