What a brand hands over to get Branded Calling ID

TransNexus published a checklist on October 22 for enterprises getting ready for CTIA’s Branded Calling ID through their voice service provider. Vetting covers five things. Identity: enterprise name, website, DUNS number or Federal Employer ID Number, and domain name. The telephone numbers the brand will call from, with evidence they belong to it. The display name, with evidence the enterprise may use it, screened for SHAFT content (sex, hate, alcohol, firearms, tobacco). The logo, checked against USPTO records. And a call reason of up to 35 characters, picked from a preapproved list such as “Appointment Reminder” or “Upcoming Delivery,” or requested as a custom one.

The logo does not have to be a registered trademark. It only has to not be registered to someone else. Email’s equivalent, BIMI, puts a logo in the inbox only with a Verified Mark Certificate, which requires a registered trademark. TransNexus sells STIR/SHAKEN, robocall mitigation and branded calling services.

The post does not say which carriers or handsets display the brand.