Branded Calling: BCID and Rich Call Data (RCD)

Branded calling is the modern upgrade beyond CNAM. Instead of a 15-character text name pulled from a flaky database, Rich Call Data (RCD) carries a verified business name, logo, and call reason inside the STIR/SHAKEN PASSporT so it displays on the handset when the call rings. It’s cryptographically protected and tied to your A-level signed call.

The industry-standard ecosystem is CTIA’s Branded Calling ID (BCID) , operated by BCID, LLC (a CTIA subsidiary), with TransUnion a major implementer (e.g. AT&T’s solution). It is the strongest answer-rate lever in the voice trust stack.

What RCD puts on the screen

RCD extends the same PASSporT that already carries your attestation, adding:

Logo requirements (CTIA): color PNG, minimum 400×400 px, solid background recommended.

Device and carrier support

• Devices: RCD display requires iOS 17+ and Android 13+, where the carrier implements verification.
• Carrier rollout: T-Mobile supported delivery as of April 2025; Verizon Wireless went live November 5, 2025. Both are Authorized Terminating Service Providers.

The ecosystem: who does what

Enrollment touches a chain of roles. You rarely deal with all of them directly — your onboarding partner orchestrates the rest.

The Vetting Agent step is the one that gives branded calling its teeth: someone independently confirms you’re entitled to display that name and logo, which is exactly what CNAM never did.

How to enroll

Enterprises enroll through their Originating Service Provider (OSP) or an Authorized Partner — not directly with CTIA.

1. Contact an Authorized Onboarding Agent or your OSPReach out to an Authorized Onboarding Agent or your originating voice provider. This is your entry point — you do not register with BCID, LLC yourself.
2. Provide your display dataThe agent collects your display name, logo (color PNG, ≥400×400 px, solid background), call-reason categories, and the phone numbers you’ll brand.
3. Pass vetting (KYC)Your data goes to a Vetting Agent for identity validation and confirmation that you have the right to the name, logo, and call reasons you submitted.
4. Vetted data lands on the BCID platformThe validated record is loaded onto the BCID Platform (operated by BCID, LLC).
5. Signing Agent signs qualifying callsThe Signing Agent signs your eligible calls’ PASSporTs with the vetted RCD. (This works best on calls already attested at A — see get A-level attestation.)
6. Terminating carriers display your brandWhere the recipient’s carrier supports BCID and they’re on a supported device, your name, logo, and call reason appear on the handset.

To become an Authorized Partner (rather than enroll as a brand), contact CTIA directly.

Pricing

BCID is largely pay-per-display — you’re charged primarily when your brand actually renders on a handset, not for every call placed. The component breakdown:

BCID vs CNAM

Branded calling supersedes CNAM. Keep CNAM accurate as a fallback baseline, but BCID/RCD is the real upgrade.

Next: Spam-label remediation →