Branded caller ID shows your verified business identity on the recipient's mobile phone when you call them. Standard shows your business name. Enhanced shows your business name, your logo and the reason for the call. Carriers review every order before the branding appears on calls.
Branded caller ID applies to outbound calls only. Admins order it from the account settings; agents cannot submit an order.
Where to find branded caller ID
Branded caller ID is step 3 on the Calling compliance page, after Business registration (step 1) and Voice Integrity (step 2).
Each step shows its status, for example Approved, Registered or Not registered. The Branded caller ID order waits for Voice Integrity. Until Voice Integrity is registered or submitted, the card says Voice Integrity comes first and shows no form. Voice Integrity in turn needs an approved Business registration.
In the admin app, go to Account.
Under Trust, click Calling compliance.
Scroll to Branded caller ID. The order has four steps: Type, Details, Use case and LOA and Review.
Step 1: Choose a type
Select Standard or Enhanced, then click Continue. Each card lists what the recipient sees and the price per call.
The two types differ in what appears on the recipient's phone.
Standard: a verified display name and a long display name.
Enhanced: a verified display name, a brand logo and a call reason. For Enhanced you need a display name, a brand logo, a call reason and a signed letter of authorization (LOA).
An approved Standard registration does not upgrade to Enhanced. To move from Standard to Enhanced, submit a new order.
Step 2: Enter the details
The phone preview next to the form shows how your call appears as you fill in the fields. In Lines, select the lines that use your brand on calls.
For Standard, the form asks for these fields.
Display name: up to 15 characters.
Long display name: up to 32 characters.
Lines: the lines that use the branding.
For Enhanced, the form asks for these fields.
Display name: up to 35 characters, starting with a letter. Use your legal name, brand name or DBA.
Call reason: up to 64 characters. It tells the person why you are calling, for example "Account notification".
Logo URL: a public HTTPS link to a 32-bit BMP image, 256 × 256 pixels.
Privacy policy URL: your company's public privacy policy.
Lines: the lines that use the branding.
Click Next when the details are complete.
Step 3: Add the use case and LOA
Every order needs a Signed letter of authorization (LOA). Click Choose file to upload it.
For Enhanced, carriers also review how you plan to use branded calling, so the step asks for these fields.
Category: the use case category.
Description: how you will use branded calling.
Consent: how recipients agreed to receive your calls.
Apple Business Connect category (optional): maps your use case to a category in Apple Business Connect.
Step 4: Review and submit
In Review, check the order and submit it. Carriers then review the request. After you submit, the card shows Submitted.
How lines and numbers work with branded caller ID
Branding belongs to the lines you include in the order. Aloware keeps each branded line's numbers in sync with the registration as numbers change.
When you add a number to a branded line, Aloware adds it to the registration. The branding can take up to 2 hours to appear on calls from that number.
When you remove a number from a branded line or transfer it, Aloware removes it from the registration. Carriers can take 24 to 48 hours to stop showing the branding.
When you duplicate a branded line, the new line does not keep the branding. Order branded caller ID for the new line separately.
Verified Caller IDs on a line are not part of the registration, so calls that use them do not show your branding.
After carriers approve a registration, its lines show a Standard Branded Caller ID or Enhanced Branded Caller ID label on the Lines page and in the line's settings.
Where the branding appears
Branded caller ID works in the United States on T-Mobile and Verizon, on mobile phones only. AT&T is not supported. Display is not guaranteed: it depends on the carrier, the phone model and the phone's settings. Verizon does not show the logo and call reason on capped data plans and on some devices brought from another carrier.
Call reason shows on Android phones.
Why a call shows a phone number or location instead of your business name
A recipient sees your number, or a city and state, instead of your business name for these reasons:
Carriers have not approved the registration yet. Branding appears only after approval.
The number joined a branded line recently. Branding can take up to 2 hours to appear on calls from a new number.
The call does not use a branded number. Calls from lines that are not in the registration, from duplicated lines, or from Verified Caller IDs do not show your branding.
The recipient's phone does not support branding. Branding shows only on mobile phones on T-Mobile and Verizon. Landlines, VoIP numbers, AT&T phones and older phone models show no branding.
For calls to landlines, CNAM (caller ID name) applies instead. See Lines: Registering for CNAM in Aloware.