# Branded Caller ID Setup: Free vs. Paid Options

> Set up branded caller ID the right way. Plura AI walks you through free registration, STIR/SHAKEN, and paid rich display options.

**Published:** 2026-09-14 | **Updated:** 2026-11-06 | **Author:** plurasync
**URL:** https://www.plura.ai/articles/branded-caller-id-setup-process
**Type:** post

**Categories:** AI Contact Centers

![Branded Caller ID Setup: Free vs. Paid Options](https://plura.sites.aigrowthagent.co/wp-content/uploads/sites/75/2026/09/1789318696487-d0fdf829b335-1024x572.webp)

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## Content

*Written by: Matt Beucler, CEO, Plura AI | Last updated: September 29, 2026*

## Key Takeaways

- Branded caller ID runs on three distinct layers: Free Caller Registry registration, STIR/SHAKEN attestation, and paid rich-display branding. Each layer solves a different problem.
- Free Caller Registry registration helps reduce “Spam Likely” labels by establishing number identity with Hiya, First Orion, and TNS. It does not add logo or call-reason display.
- STIR/SHAKEN Level A attestation supports rich-display payloads. Lower attestation levels can block branding even after registration is complete.
- Paid rich-display programs add logo, department name, and call reason on supported devices. They still depend on prior registration and A-level attestation.
- Plura AI owns its FCC-licensed carrier, runs STIR/SHAKEN on every call, and issues branded caller ID at the carrier layer so teams manage all three layers in one platform.

[See branded caller ID in a live Plura AI walkthrough.](https://www.plura.ai/plura-webchat?utm_term=branded-caller-id-setup-process&utm_campaign=ai_growth_agent)

## The Free-Vs-Paid Decision Fork

Clarify your goal before you start any registration work.

If your goal is reducing “Spam Likely” labels and establishing number identity with the major analytics engines, [Free Caller Registry](https://freecallerregistry.com) registration may be enough. It is [free](https://spenza.com/telecom/voip-phone-number-warm-up-testing), it reaches all three major analytics engines in one filing, and it signals that your number belongs to a real business.

If your goal is showing your logo, department name, and call reason on the recipient’s screen at ring time, you need a paid rich-display provider. [Free registration does not put your logo on the screen.](https://spenza.com/telecom/voip-phone-number-warm-up-testing) It focuses on mislabeling and reputation. Branded visual display is a separate problem with its own solution, which is why many operators feel that “registration didn’t work” when they expected a visual brand.

## Step 1: Free Caller Registry Registration

The [Free Caller Registry](https://freecallerregistry.com) serves as the joint front door to the three major U.S. call-scoring analytics engines: Hiya (AT&T), First Orion (T-Mobile), and TNS (Verizon). One filing reaches all three simultaneously, which simplifies the process.

The registration sequence follows this pattern:

1. Enter and verify a business email address using the confirmation code sent to that address.
2. Complete business details such as legal business name, display name, corporate address, website URL, contact name, and contact phone number.
3. Enter phone numbers to register. Numbers can be entered individually or uploaded in bulk. [The submission form requires business information, contact details, number inventory, and a call use case description](https://freepbxhosting.com/docs/managing-your-caller-id-reputation).
4. Select call use case and category, describing the nature of outbound calls, such as customer service, appointment reminders, or sales follow-ups.
5. Accept the terms and submit.

The registry’s own terms state that it is for businesses that make calls on their own behalf. BPOs, agencies, and resellers that file on behalf of client numbers contact the call protection providers directly and do not use the Free Caller Registry form.

[Approval and vetting typically take a few business days](https://freepbxhosting.com/docs/managing-your-caller-id-reputation) after submission. [After approval, it can take up to 48 additional hours for the update to take effect across all carriers](https://help.beside.com/en/articles/10343073-fix-your-number-showing-as-scam-likely). Label changes appear progressively as each carrier’s system refreshes, and the three engines review submissions independently, so timing can vary by carrier.

## Step 2: STIR/SHAKEN Attestation in Plain Language

Registration establishes who owns a number, but it does not prove that a specific call actually came from that owner. STIR/SHAKEN is the carrier-level call authentication framework mandated by the FCC under the TRACED Act.1 The originating carrier assigns attestation on each call. There are three levels:

- **Level A (Full Attestation):** The originating provider knows the customer and has confirmed that the customer is authorized to use the specific calling number. This is the highest trust level.
- **Level B (Partial Attestation):** The originating provider knows the customer but cannot confirm whether that customer is authorized to use the specific calling number presented.
- **Level C (Gateway Attestation):** The originating provider only knows where the call entered its network and does not know the original source or the caller’s identity.

Attestation level directly affects branded display. [The rich-display payload rides inside the signed PASSporT (Personal Assertion Token), so a call that fails attestation will not render the brand payload either.](https://orbit.devotel.io/fr/blog/rich-call-data-branded-calling-explainer-2026) The FCC has also proposed that terminating providers 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.

A lower attestation level does not by itself indicate fraud, and a higher level does not guarantee call completion, display, answer rate, or freedom from spam labeling. Readers should review the FCC’s STIR/SHAKEN orders and consult qualified counsel for guidance on their own obligations.

## Step 3: Choosing a Paid Provider for Rich Display

Rich-display branding delivers your logo, department name, and call reason to the recipient’s screen. Providers in this layer include First Orion INFORM and other rich-display branding programs.4

Published setup requirements across providers include the following:

- **Logo specifications:** Logos must be uploaded as 32-bit BMP files at 256×256 pixels. Apple devices require a 32-bit BMP with an alpha channel for transparency at 256×256 pixels.
- **Display name character limits:** First Orion INFORM supports a personalized display of up to 32 characters. Twilio caps the branded calling display name at 35 characters and the call reason at 64 characters.4
- **Business verification:** Twilio requires a signed Letter of Authorization (LOA) as part of the registration bundle. Telnyx verifies the Display Identity Record (DIR) by checking the business’s identity, IP ownership, and compliance before approval.
- **Approval windows:** Hiya’s business verification is typically quick but can take up to a day, with changes taking a few more days to reach carrier systems. [The Free Caller Registry publishes no official processing timeline, but third-party guides commonly report roughly three to five business days for confirmation emails from the three analytics engines.](https://enzodialer.com/resources/caller-id/spam-label-remediation) Twilio’s primary compliance profile review can take up to 48 hours.

First Orion recommends completing Business Number Registration for the full inventory of outbound numbers before deploying branded calling. Partial coverage creates uneven call experiences and makes performance harder to diagnose.

Walk through rich-display setup with a Plura specialist.

## Branded Calling, CNAM, and STIR/SHAKEN Compared

Branded calling, CNAM, and STIR/SHAKEN are three separate systems that often get blended together in planning conversations. The distinction matters because each system controls a different layer and fails in a different way. The table below shows what each system controls, where it lives, and what it cannot do, so you can pinpoint which layer to investigate when branding breaks.

| System | What It Controls | Where It Lives | What It Does Not Do |
| --- | --- | --- | --- |
| Branded Calling (Rich Call Data) | [Delivers a signed display payload (business name, logo, call reason) inside the call’s PASSporT to supported smartphones](https://orbit.devotel.io/fr/blog/rich-call-data-branded-calling-explainer-2026) | Carrier-level, delivered through the STIR/SHAKEN signing flow on supported networks (T-Mobile, Verizon, AT&T) | Does not remove “Spam Likely” labels; branded display and spam labeling run on separate carrier systems |
| CNAM (Caller ID Name) | [A legacy database lookup the terminating carrier runs to retrieve a static display name tied to the calling number](https://talkroute.com/cnam-display) | Line Information Database (LIDB); the terminating carrier performs the dip | Does not set branded display; CNAM is a separate lookup provisioned by the carrier, independent of registry data |
| STIR/SHAKEN | [Cryptographic authentication of the calling number via a signed PASSporT attached to the SIP Identity header](https://doc.didww.com/voice/outbound-trunks/stir-shaken-outbound.html) | Originating and terminating carrier infrastructure | [Does not prevent spam labels; analytics-engine scoring operates independently of authentication status](https://blog.panterranetworks.com/insights/how-to-remove-spam-label-from-business-phone-number) |

## Why Your Branding Is Not Displaying

Branding can fail after successful registration for several documented reasons, and each one sits on a different layer of the stack.

**Attestation level below A.** [A-attestation is the trust anchor for branding programs; B-attestation branded calls can still be flagged or de-prioritized compared with A-attestation calls.](https://didhub.io/blog/branded-calling-explained) If your provider signs calls at B or C, the rich-display payload may not render even when your brand is approved.

**Carrier participation limits.** Branded calling display support exists for specific Verizon and T-Mobile receiving scenarios, subject to device, operating system, line type, provisioning, and call path constraints. Landlines rely on CNAM instead of rich display, and unlocked, BYOD, and many MVNO devices often show name-only behavior at best.

**Number reputation history.** [Roughly 35 million U.S. telephone numbers are disconnected and reassigned each year, and a newly provisioned number can inherit the previous holder’s spam label and complaint history.](https://spenza.com/telecom/voip-phone-number-warm-up-testing)3

**Short-duration call ratios.** [Short calls ending under six seconds are the clearest unwanted-call pattern in carrier analytics data.](https://spenza.com/telecom/voip-phone-number-warm-up-testing) Voice AI agents that dial faster than humans generate this burst-plus-short-duration signature at scale.

A fully registered, A-attested number can still show “Spam Likely” because [carrier analytics engines score behavior independently of authentication, and even calls carrying full A-level STIR/SHAKEN attestation are not guaranteed to avoid negative labeling.](https://talkroute.com/cnam-display) In practice, registration establishes identity, and behavioral patterns determine reputation, so a clean filing alone will not hold a label at bay.

## Inbound Caller ID Display for Your Agents

Many caller ID questions actually relate to inbound display for agents instead of outbound branding for customers.

Outbound branded calling controls what the recipient sees when your number calls them. Inbound caller ID display controls what your agents see when a customer calls in. [Inbound display is a CNAM problem for calls originating from the traditional PSTN/TDM network](https://voiptest.com/blog/caller-id-problems). Legacy SS7/ISUP signaling carries the calling number but not the name, so the terminating carrier or PBX performs a CNAM database lookup using the calling number to fill in the name on your agent’s screen. To configure inbound caller ID name display, enable the CNAM Caller ID Lookup feature on your DID with your voice provider, such as Telnyx. That feature dips the CNAM databases, passes the name in SIP INVITEs, and carries a Monthly Recurring Charge.

## When Your Provider Does Not Support Branded Calling

Many forum threads on this topic end with the same outcome: the operator’s VoIP provider does not support branded calling and has no path to add it. That situation reflects a structural limitation in the provider’s stack.

Most AI voice tools are API resellers built on top of third-party CPaaS platforms. They cannot issue branded caller ID under their own identity because they do not own the carrier. Branded caller ID is issued at the carrier level, and a reseller uses the carrier’s identity for signing.

[Plura AI is its own FCC-licensed audio bridging carrier.](https://www.plura.ai/compare/plura-ai-vs-synthflow?utm_term=branded-caller-id-setup-process&utm_campaign=ai_growth_agent) [Plura holds its own operating company number, runs STIR/SHAKEN authentication on every outbound call, and issues branded caller ID at the carrier level](https://www.plura.ai/compare/plura-ai-vs-synthflow?utm_term=branded-caller-id-setup-process&utm_campaign=ai_growth_agent), so the branded caller ID setup process runs inside the platform instead of across multiple vendors. For teams running [AI predictive dialer](https://plura.ai/ai-predictive-dialer?utm_term=branded-caller-id-setup-process&utm_campaign=ai_growth_agent) campaigns at volume, this means attestation, registration, and rich display sit in one place.

![Screenshot of Plura’s fully compliant AI communications platform showing business registration and phone number provisioning workflows for AI Voice, SMS, RCS, and Webchat communication automation.](https://cdn.aigrowthmarketer.co/1779337911454-8c3a9645d906.png)**Plura’s FCC-licensed AI communications platform simplifies compliant business registration and phone number provisioning for AI Voice, SMS, RCS, and Webchat workflows.**

See how Plura unifies registration, attestation, and branding.

## Frequently Asked Questions

### How Long Does the Branded Caller ID Setup Process Take?

Timelines vary by layer and provider. [Free Caller Registry processing typically takes a few business days, with an additional 24-48 hours for label changes to propagate across carrier systems.](https://freepbxhosting.com/docs/managing-your-caller-id-reputation) Hiya’s business verification is usually quick but can take up to a day, with several more days for changes to reach carrier systems. STIR/SHAKEN attestation is assigned by the originating carrier on each call rather than as a one-time setting. Paid rich-display programs such as First Orion INFORM include a vetting and approval process, and timelines vary by provider and carrier. [RCS brand verification typically takes 7-14 days from agent setup to verified display across carrier networks](https://phone-check.app/blog/rcs-messaging-brand-verification-2026), and carrier-by-carrier validation can extend the process to roughly 21 days.

### Can a Fully Registered Number Still Show “Spam Likely”?

A fully registered number can still receive a “Spam Likely” label. Registration establishes identity with the analytics engines, and carrier behavioral scoring operates on top of that identity. [Carrier analytics engines evaluate call volume, short-duration call ratios, complaint rates, and answer rates independently of authentication status.](https://text-em-all.com/guides/state-of-voice-messaging) [A number with A-level STIR/SHAKEN attestation and a clean Free Caller Registry filing can still receive a “Spam Likely” label if its calling behavior matches patterns the analytics engines associate with unwanted calls.](https://talkroute.com/cnam-display) Registration and attestation reduce risk, and sustained behavioral changes to calling patterns support a cleaner label over time.

### Do I Need Both Free Registration and a Paid Provider?

Free registration and paid branding address different outcomes. [Free Caller Registry registration establishes your number as belonging to a legitimate business with the three major analytics engines, which reduces the likelihood of mislabeling.](https://spenza.com/telecom/voip-phone-number-warm-up-testing) It does not deliver logo, department name, or call reason to the recipient’s screen. Paid rich-display programs such as First Orion INFORM or Hiya Connect add that visual layer on supported devices and carriers. Many operators use both in sequence, starting with free registration for reputation and then layering paid branding for visual display.

### What Is the Difference Between Branded Calling and CNAM?

[Branded calling, also called Rich Call Data, delivers a signed display payload inside the call’s STIR/SHAKEN PASSporT to supported smartphones.](https://orbit.devotel.io/fr/blog/rich-call-data-branded-calling-explainer-2026) That payload can include a business name, logo, and call reason, and the terminating carrier verifies it in real time. [CNAM is a legacy database lookup](https://talkroute.com/cnam-display). The terminating carrier queries a Line Information Database to retrieve a static name associated with the calling number, and many mobile carriers skip this lookup by default. [CNAM records are generally capped at 15 characters, do not support logos or call reasons, and are not authenticated.](https://talkroute.com/cnam-display) [Mobile carriers increasingly rely on STIR/SHAKEN signals and analytics-engine data instead of CNAM lookups for display decisions on mobile devices.](https://talkroute.com/cnam-display)

## Conclusion

The three layers described above each solve a different problem, and none delivers reliable branded calling results on its own. Teams that assemble registration, attestation, and branding from separate vendors often see gaps in attestation, inconsistent display, and unclear ownership when issues appear.

[Plura AI owns its FCC-licensed audio bridging carrier and handles all three layers inside the platform.](https://www.plura.ai/compare/plura-ai-vs-synthflow?utm_term=branded-caller-id-setup-process&utm_campaign=ai_growth_agent) [STIR/SHAKEN authentication runs on every outbound call.](https://www.plura.ai/compare/plura-ai-vs-synthflow?utm_term=branded-caller-id-setup-process&utm_campaign=ai_growth_agent) [Branded caller ID is issued at the carrier level instead of through a reseller relationship.](https://www.plura.ai/compare/plura-ai-vs-synthflow?utm_term=branded-caller-id-setup-process&utm_campaign=ai_growth_agent) For high-volume outbound teams where connect rates drive pipeline, this architecture creates a single accountable stack instead of a three-vendor puzzle.

See how Plura handles all three branded calling layers in one 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.

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.

## Read Next

- [Branded Caller ID: Setup, Carriers, and SHAKEN/STIR](https://www.plura.ai/articles/branded-caller-id-implementation-guide/?utm_term=branded-caller-id-setup-process&utm_campaign=ai_growth_agent)
- [Branded Caller ID Setup With STIR/SHAKEN: A Complete Guide](https://www.plura.ai/articles/branded-caller-id-stir-shaken/?utm_term=branded-caller-id-setup-process&utm_campaign=ai_growth_agent)
- [How to Set Up Branded Caller ID: A Step-by-Step Guide](https://www.plura.ai/articles/branded-caller-id-setup/?utm_term=branded-caller-id-setup-process&utm_campaign=ai_growth_agent)
- [Branded Caller ID Best Practices: A Five-Stage Guide](https://www.plura.ai/articles/branded-caller-id-best-practices/?utm_term=branded-caller-id-setup-process&utm_campaign=ai_growth_agent)
- [Branded Caller ID: How It Works and Why It Matters](https://www.plura.ai/articles/what-is-branded-caller-id/?utm_term=branded-caller-id-setup-process&utm_campaign=ai_growth_agent)

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---

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## Citations

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- [FCC 26-67: What the TCPA Rule Changes Mean for Operators](https://www.plura.ai/articles/fcc-26-67-tcpa-order)
- [TCPA Informational vs Marketing Messages: Key Differences](https://www.plura.ai/articles/tcpa-informational-vs-marketing-messages)
- [SIP Error Codes for Disconnected Numbers: Retry or Suppress](https://www.plura.ai/articles/sip-error-codes-disconnected-numbers)
- [TCPA Opt-Out Compliance: 2026 Rule Changes and Controls](https://www.plura.ai/articles/tcpa-opt-out-compliance-checklist)

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