In: Telemarketing News

Since implementing STIR/SHAKEN, most major carriers have employed call authentication, a process that ensures that the call’s origin is legitimate and not spoofed. This process lets consumers know that the caller ID  information they receive is accurate for the calling party. As a result, they can answer calls confidently without being surprised by a robocall or spam call.

Verified Call Display Varies By Carrier

Most major carriers have carefully instituted STIR/SHAKEN protocols, but each one may show a slightly different caller ID display for verified calls. In fact, the display of a verified call might vary depending on what device a consumer is using. Overall, there has been a general lack of consistency that has created confusion in the industry.

Google’s “Verified Calls”

Not surprisingly, Google is providing an advanced verified call offering. Google’s Verified Call service allows businesses to register their caller ID information for phone calls. Their caller IDs display the business name and logo, a verification badge, and the reason for calling. Armed with this information, consumers are reassured about the nature of the call and are more likely to answer their phones.

Google also has a Verified SMS feature that adds sender verification and branding to business text messages. Kayak, Google Pay, and other well-known companies are already successfully using this service. 

AT&T’s “Valid Number”

AT&T has a slightly different version of validated calls and SMS messages. When the company validates calls, it displays a green checkmark on the caller ID of certain devices, including some Android phones and AT&T digital home service phones. In addition, the “Valid Number” indicator will display.

These measures mean consumers instantly know the call is legitimate, and they will be more likely to answer it even if a call label doesn’t accompany it. This process helps reputable businesses reach their targeted consumers while still thwarting bad actors. 

T-Mobile’s “Number Verified”

T-Mobile is something of a pioneer when it comes to verification. Calls on its network were the first to display their authentication status. On this network, calls will show “Number Verified,” “Caller Verified,” “T-Mobile Verified,” or display a checkmark in the call log to indicate that the call has passed the STIR/SHAKEN authentication process. Calls that can’t be authenticated properly will still ring but may show as “unverified.”

Verizon Call Verification

Along with the other major carriers, Verizon announced it would be displaying call authentication information that follows STIR/SHAKEN procedures. The company is currently exchanging information with the No. 2 and No. 3 carriers as well as a major wireline provider.

Calls exchanged between those two providers can now verify their origin’s authenticity. While the display may vary based on the device, consumers can see some indication that a call is from a legitimate company as well as its origin.

Other Device Service Providers

While most modern phones will show something to the effect of a green checkmark and/or a text indicator to note call authentication, not all will. Some phones, including iPhones, will only display a checkmark. Some older phones may not display any additional information for call authentication. So there are some instances where verification is still lacking for consumers. 

Importance of CNAM Registration for Verified Calls

The overall goal of displaying a call’s authentication status is to instill consumer confidence. In doing so, consumers will feel free to answer these verified calls. However, there are still many consumers that may not have access to this feature.

For instance, Xfinity Mobile will provide call verification with compatible phones using STIR/SHAKEN. But if an Xfinity customer receives a call from a carrier that does not support STIR/SHAKEN, the company cannot provide verification.

Currently, Motorola and Google devices from Xfinity Mobile do not support call verification. This lack is why businesses must ensure their phone numbers are still registered with carriers using CNAM. 

How To Get Verified Calls

Businesses are playing a waiting game for a full caller ID display of verified calls. While most carriers and modern phones do display this information, there is still a variation in how your caller ID might display. This lack of consistency is confusing to consumers and harmful to businesses. However, the industry is working to correct fragmentation in the system.

For the time being, businesses should continue to diligently register their CNAM data with carriers and voice service providers. This process is the fallback for most networks. Other services like “enhanced caller ID” can be used as well. However, these services still experience variations in caller ID display between carriers.

Until rolling out rich call data (RCD) to the public, carrier fragmentation in how caller ID information is displayed will persist. To mitigate any issues with this fragmentation, it is pivotal that you monitor your phone numbers. Monitoring for flags and testing your phone numbers across real devices can ensure accuracy in your caller ID

ABM Desk Can Help

Another tool to maintain call labeling integrity is ABM Desk’s Device Cloud service. It can help you see what consumers see. This service tests live calls against real networks and devices to show a snapshot of how your phone number displays to consumers. It takes the guesswork out of your call monitoring efforts, allowing you to understand exactly what you are facing in the call verification realm. 

ABM Desk understands the unique challenges you and your business face. Our services can help you navigate the effects of STIR/SHAKEN.

See how ABM Desk® can support your business!

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