# Branded Calling ID (BCID) EARLY ACCESS
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Spam and spoofed calls have made it harder for businesses to reach customers. Branded Calling ID (BCID) helps you stand out by showing your verified company name, logo, and call reason on the recipient's device.

As an approved Originating Service Provider (OSP) within the CTIA ecosystem, Infobip uses cryptographically protected STIR/SHAKEN call headers to secure caller identity from spoofing or tampering. This authenticated and standardized service protects your brand, builds customer trust, and improves your answer-seizure ratio (ASR).

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## Requirements

Branded Calling ID is available if you meet the following criteria:

- Have a business office address in the USA.
- Use Infobip USA DIDs (10DLC).
- Have traffic originating and terminating in the USA.

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## Key concepts

The following table describes the key terms and components involved in Branded Calling ID.

| Term | Description |
| --- | --- |
| **Caller Name (Display Name)** | The verified brand or company name (up to 35 characters) displayed on the recipient's device during an incoming call. |
| **Caller Logo** | A vetted image file (such as a company logo) associated with a phone number and displayed on the recipient's device for visual brand recognition. |
| **Call Reason** | A short, selectable message displayed on the recipient's screen indicating the purpose of the call before it is answered. Examples: *Appointment Confirmation*, *Fraud Alert*, *Delivery Notification*. |
| **Rich Call Data (RCD)** | The collective term for the enhanced, verified caller information delivered to a recipient's device as part of a branded call. RCD includes the *Caller Name*, *Caller Logo*, and *Call Reason*. |
| **Display Identity** | A vetted branded caller profile that groups RCD elements and associates them with one or more authorized phone numbers. The Display Identity defines how a business call is presented on the recipient's device. |
| **Authorized Phone Number** | A phone number that has been verified and approved for use with a specific Display Identity within the BCID ecosystem. Only authorized numbers can present the associated RCD when placing calls. |
| **Impression** | Occurs when your verified brand information is successfully delivered and presented on the recipient's mobile screen. |
| **Settlement** | An automated financial transaction triggered after a carrier verifies a successful impression. It covers the cost of delivering your brand data. |

NOTE
In these definitions, "vetted" refers to the CTIA-governed process in which the Infobip authorized vetting authority verifies and approves a business entity, its branded caller identity, and associated assets for use within the BCID ecosystem. This process confirms: - The legitimacy of the organization. - Its authorization to use the associated phone numbers. - Its rights to the submitted brand assets (such as display names and logos). - Compliance with applicable industry requirements and policies, including STIR/SHAKEN and branded calling governance.

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## Vetting and setup process

Your business must first be vetted by an authorized Vetting Authority to confirm the legitimacy of your organization, brand identity, and associated assets within the BCID ecosystem.

1. You submit an application for vetting and approval.
2. After approval, you can create one or more **Display Identities**, which define how your brand appears to call recipients.
3. Each **Display Identity** contains the relevant **Rich Call Data (RCD)** elements (**Caller Name**, **Caller Logo**, and optionally a **Call Reason**) and is associated with one or more **Authorized Phone Numbers**.
4. When calls are placed from those authorized numbers, the configured branded identity and its RCD elements are displayed on compatible recipient devices.

For step-by-step onboarding instructions, see [Set up Branded Calling ID](#set-up-branded-calling-id).

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## Constraints and best practices

### Display Identity limits

- There are no limits to the number of Display Identities that you can submit.
- Each Infobip phone number can only be associated with one Display Identity.
- Each Display Identity must have a minimum of 1 and a maximum of 20 associated phone numbers.
- Each Display Identity supports one Call Reason for all its associated phone numbers.

### Phone number charges

- Adding phone numbers to an existing Display Identity results in a one-time charge.
- Removing phone numbers from a Display Identity does not result in a charge.

### Dialing best practices

Using BCID on outbound calls does not eliminate the need for correct dialing practices. While BCID increases number reputation with participating carriers, the following behaviors may still affect number reputation:

- Aggressive call retries.
- Heavy use of caller-side cancels.
- High calling rates during quiet hours.

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## Approved call reasons

Each **Display Identity** supports one call reason that is displayed on the recipient's device before they answer. Choose a call reason from the CTIA-approved list below. To request a call reason that is not on this list, contact your account manager.

View approved call reasons

| Call reason | Call reason |
| --- | --- |
| Account Alert | Investor Relations |
| Account Notification | Item Ready |
| Account Services | Order Confirmation |
| Accounting Department | Order Ready |
| Appointment Confirmation | Reschedule Request |
| Appt Reminder | Responding to your inquiry |
| Confirm Appt | Response Requested |
| Confirm Card Use | Returning your call |
| Confirm Order | Rx Ready |
| Confirm Receipt | School Closing Alert |
| Confirm Status | Snow Alert |
| Customer Service | Technical Support |
| Delivery ETA | Today's Delivery |
| Flight Arrival | Upcoming Delivery |
| Flight Boarding | Verification Code |
| Flight Cancellation | Weather Alert |
| Flight Delay | Your Account |
| Follow-Up Calls | Your Order |
| Fraud Alert | |

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## Set up Branded Calling ID

Complete the following steps to configure BCID for your account.

NOTE
Branded Calling ID can only be configured from the web interface. API-based automation for BCID is not available.

IMPORTANT
During the Early Access phase of BCID, you can submit only one Display Identity per application. To submit additional Display Identities, contact your account manager.

### Enterprise onboarding

Enterprise customers register themselves and submit Display Identities for their own brands.

1. [Log in](https://portal.infobip.com//) to your Infobip account.
2. Go to **Channels and Numbers** > **Channels** > **Voice and WebRTC**.
3. Select **Trust Center** in the left navigation pane.
4. Select the **BCID** trust product.
5. Select **Request BCID activation** and fill in your email address and contact details.
6. Check the specified email address for an onboarding email. The email includes a link to the BCID onboarding portal and a temporary password.

    IMPORTANT
    Infobip credentials are not used to sign in on the BCID onboarding portal. Three authentication options are available: - **Sign in with Microsoft**: Use your Microsoft account. Make sure you specify this account email address on the onboarding request from the Voice Trust Infobip application. - **Sign in with Google**: Use your Google account. Make sure you specify this account email address on the onboarding request from the Voice Trust Infobip application. - **Sign in with Email**: Use the temporary password included in the onboarding email.

7. Follow the [BCID onboarding guide](https://infobip-cdn-h0h7ekhqhgh4hgau.a02.azurefd.net/1g8x60m5haaeebc38sw9etdnqwq2orfxs6yjtxwklw767cqz71/infobip-bcid-customer-onboarding-guide.pdf) to complete the application submission.
8. During step 7 of the application submission (Display Identity Information), provide the list of DIDs to associate with this Display Identity. Take a screenshot demonstrating your ownership of these numbers by going to **Channels and Numbers** > **Numbers**. Upload the screenshot in your Display Identity definition by using the **Upload documents** button.

### Platform and BPO onboarding

Platform or BPO customers register themselves and submit Display Identities for their customers' brands.

The overall process is similar to Enterprise onboarding. The information you provide in steps 1 to 6 of the application submission in the [BCID onboarding guide](https://infobip-cdn-h0h7ekhqhgh4hgau.a02.azurefd.net/1g8x60m5haaeebc38sw9etdnqwq2orfxs6yjtxwklw767cqz71/infobip-bcid-customer-onboarding-guide.pdf) relates to your own company data. For step 7 (Display Identity Information), the data relates to the brand assets of the customer you serve as a platform or BPO.

For the submission to be accepted, you must fill in and include the [LOA for BPO Use of Brand Assets](https://infobip-cdn-h0h7ekhqhgh4hgau.a02.azurefd.net/1g8x60m5haaeebc38sw9etdnqwq2orfxs6yjtxwklw767cqz71/loa-for-bpo-use-of-brand-assets.docx) document. Add the document to the Display Identity information by selecting the **Upload documents** button.

In the LOA document:

- **BCID Customer**: Relates to your customer that you serve as a platform or BPO.
- **Authorized BPO Information**: Relates to your own company as a platform or BPO.
- The content of section 3 (**Authorization of Branding Elements**) must match exactly the content you submit on the onboarding portal.
- Exhibit B of the LOA is not supported. Your customer must use Infobip USA numbers from your Infobip account that you assign to their usage.
- The LOA must be signed by your customer.

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## Manage Display Identities

### Check application and Display Identity status

The **BCID** tab on the Trust Center application in the Infobip portal provides an at-a-glance view of Display Identities you submitted and their associated status. To manage your Display Identities, use the onboarding portal and refer to the [BCID onboarding guide](https://infobip-cdn-h0h7ekhqhgh4hgau.a02.azurefd.net/1g8x60m5haaeebc38sw9etdnqwq2orfxs6yjtxwklw767cqz71/infobip-bcid-customer-onboarding-guide.pdf).

### Make changes to Display Identities

Use the onboarding portal to manage your Display Identities. Refer to the [BCID onboarding guide](https://infobip-cdn-h0h7ekhqhgh4hgau.a02.azurefd.net/1g8x60m5haaeebc38sw9etdnqwq2orfxs6yjtxwklw767cqz71/infobip-bcid-customer-onboarding-guide.pdf) to understand the various sections and capabilities of the portal.

### Get settlement reports

Use the onboarding portal to view your settlement reports. Refer to section 2.6 of the [BCID onboarding guide](https://infobip-cdn-h0h7ekhqhgh4hgau.a02.azurefd.net/1g8x60m5haaeebc38sw9etdnqwq2orfxs6yjtxwklw767cqz71/infobip-bcid-customer-onboarding-guide.pdf).

NOTE
Settlement reports are not real-time. Carriers are expected to submit reconciliations of confirmed displays and deliveries within 12 hours. It may happen that carriers take longer to submit their confirmed impressions. At the end of a month, carriers have an additional seven days to fully reconcile the data from the previous month.

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## FAQ

Why is my company logo or name not always showing up when I make branded calls?

Your company logo or name may not always appear during branded calls because of network behavior, connectivity conditions, and device compatibility. Mobile networks often perform daily updates, usually overnight, which can temporarily affect how branded calling information is displayed, especially early in the day. Wi-Fi networks may also block branded calling data, and some devices do not support Rich Call Data (RCD). Work is ongoing with network partners to improve the reliability of branded call displays.

Why do iPhone users need to enable a setting for branded calls to display correctly?

Apple introduced a setting for Business Call Identification in iOS 18.2.1 and later. This setting must be enabled for BCID branding (caller name and logo) to display correctly on iPhones.

To check if the setting is enabled:

1. Open **Settings** on your iPhone.
2. Go to **Phone** > **Call Blocking and Identification**.
3. Look for **Business Call Identification**.
4. Make sure that **Primary** is toggled on under **Carrier Call Identification**.

If this setting is turned off, branded calls may not display correctly on iPhones.

Are all smartphones compatible with BCID?

Device compatibility for branded calling depends on support for Rich Call Data (RCD), which enables the display of elements such as caller name, logo, and call reason. While adoption is increasing, not all devices support these features, and the level of support may vary depending on the device model, operating system version, and carrier configuration.

Many recent Android devices (particularly Samsung and Motorola models running Android 14 or later) support the full set of RCD elements. Apple devices support branded calling on iPhone XS and later models running iOS 18.5 or later, but only display the caller name and logo, not the call reason. In some cases, devices may display only partial information because of device-specific or carrier-specific limitations.

For the best compatibility, devices should be purchased directly from carriers so they include the correct carrier configuration. Network conditions such as VPN usage may also affect the delivery of branded calling information.

Does my logo need to be a registered trademark to use it with Branded Calling?

Your logo does not need to be a registered trademark. While using a registered trademark that belongs to your company can speed up the approval process, it is not mandatory. The verification partner reviews your logo, whether it is registered or not, to make sure:

- It accurately represents your company.
- It does not infringe on another company's logo or intellectual property rights.
- There is a clear connection between your company (the Registrant) and the logo you provide.

Even if a portion of your logo is trademarked but the full logo does not fit the required size for Branded Calling, that partial logo may still be acceptable. The main goal is to make sure the logo accurately identifies your company and does not mislead anyone.

Can I choose any reason I want to display when I make calls by using Branded Calling?

There is a list of approved call reasons you can choose from. These reasons have been approved by the CTIA, which is a trade association that oversees the Branded Calling Industry Best Practices. If you need to use a call reason that is not on the list, contact your account manager. A request can be submitted to the CTIA to add call reasons for consideration.

When is a settlement fee due when making calls with BCID-enabled phone numbers?

In the BCID ecosystem, a settlement fee is due whenever at least one of the requested branding elements is successfully displayed on the recipient's device. A Display Identity may include elements such as the caller name, logo, and call reason, but not all devices support every element.

For example, iOS devices display the caller name and logo but do not support the call reason. If a call is made and the device shows either the name or the logo, this is considered a successful branded display and the settlement fee applies. A settlement fee is only not applied when none of the requested elements are displayed on the device.

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## Related documentation

- [Calls](https://www.infobip.com/docs/voice-and-video/calls)
- [Configure inbound calls](https://www.infobip.com/docs/voice-and-video/configure-inbound-calls)
- [SIP trunking](https://www.infobip.com/docs/voice-and-video/sip-trunking)
- [Call routing](https://www.infobip.com/docs/voice-and-video/call-routing)
- [Number management: Configure US voice number features](https://www.infobip.com/docs/numbers/additional-functionality#setup-configure-us-voice-number-features)

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