On September 15, 2025, CTIA – the Cellular Telecommunications and Internet Association of the U.S. – announced that it has signed an agreement with Verizon to deploy Brand Caller ID (BCID) technology on Verizon’s mobile network, so as to enhance the credibility of enterprise outbound calls and prevent number spoofing fraud.
BCID helps consumers avoid scams and enables enterprises to improve call answer rates by displaying verified caller brand information — including the caller’s name, logo and purpose of the call — on the recipient’s smartphone screen. Led by CTIA, BCID is currently the only industry-led, standards-based solution that delivers trusted brand calls across the United States.
Studies show that 80% of Americans say they usually do not answer calls from unknown numbers. This means they may miss important calls from banks, schools or doctors, which often appear as unknown numbers. Delivering trusted and secure Rich Call Data (RCD) is a critical step to address this issue: when consumers can easily identify the caller, they have access to the information they need in real time to decide whether to answer the call.
Built on the STIR/SHAKEN authentication framework, the service applies encrypted signatures throughout the entire call process. Enterprise numbers and brand display content must undergo strict qualification verification via authorized partners, which are required to comply with industry best practices to prevent forged brand information.
Verizon stated that the service is a key initiative in its efforts to combat nuisance calls and improve the voice calling experience. CTIA noted that the solution can reduce number spoofing and help users distinguish legitimate business calls from fraudulent ones. CTIA is a trade association representing the U.S. wireless communications industry, with members including operators, equipment manufacturers, application service providers and other market participants.
