Definition
Branded caller ID is the display of a verified business name, and increasingly its logo and call reason, on the recipient's phone screen when that business calls.
Branding addresses the gap STIR/SHAKEN leaves open: a patient cannot see a cryptographic signature, but can see "City Hospital, Post-discharge check-in." Branded calling is delivered through each carrier's separate program and typically requires vetting of the business, registered numbers, and full attestation. Rich Call Data (RCD) is the identity extension to STIR/SHAKEN that carries this information.
Regulators are moving in the same direction. In October 2025 the FCC adopted a Further Notice of Proposed Rulemaking proposing to require voice providers to display verified caller identity, including name, logo, and call reason, using Rich Call Data, and in 2026 it proposed enhanced Know-Your-Customer rules for the providers that originate calls. Verified identity on the call is moving from competitive advantage toward regulatory expectation.
How Consig handles it
Consig uses branded, verified caller ID, with KYC behind the number, so its customers' names show up on the patient's screen and more calls get answered rather than screened.