Twilio adds an AT&T pilot to Branded Calling on T-Mobile and Verizon

Twilio says Branded Calling is expanding to AT&T, “currently in Pilot,” alongside its existing coverage on T-Mobile and Verizon. Businesses using it show “a verified branded name, logo, and reason” on the recipient’s device before the call is answered. Twilio dates the product to a 2021 call it describes as the first known wireless call using Rich Call Data over the PSTN, authenticated with STIR/SHAKEN.

The post’s one result is from CareSignal, a healthcare engagement platform, which saw “a 21% increase in call answer rates.” No baseline or period is given. The post does not say which AT&T program the pilot runs on, when it leaves pilot, what attestation level branded calls carry, what it costs, or what vetting a business goes through before its name and logo display. It argues the same verified brand should appear on RCS, WhatsApp, email and Apple Messages for Business.

With the AT&T pilot, Twilio reaches all three national wireless carriers. Field Notes covered its general availability in August and its UK, Canada and Germany beta in July.

The post does not say who verifies the brand.