Twilio today released Branded Calling to help businesses make important outbound calls more recognizable by displaying a verified business name, logo, and, where supported, reason for calling directly on supported mobile devices.
Twilio Branded Calling is designed to help legitimate outbound calls look more recognizable at the moment the phone rings. It uses Rich Call Data in the STIR/SHAKEN signing flow so supported carrier paths can verify and render branded caller identity without a third-party app. It includes the following capabilities:
- A self-service Console experience for onboarding and setup;
- An onboarding API to automate number registration at scale;
- An improved logo upload process with easier asset handling
- Trust Hub consolidation for more centralized business profile and trust workflows;
- Better operational control and supportability for teams managing Branded Calling in production.
Branded Calling still depends on carrier and device requirements, so the following stipulations apply:
- Display Name is capped at 35 characters.
- Call Reason is capped at 64 characters.
- Both fields support ASCII characters only.
- Logos must be uploaded as 32-bit BMP files at 256x256.
- Logo validation includes a base64-encoded SHA256 digest.
- Console supports logo crop and resize during onboarding.
- Self-hosted logo URL support is available.
- Call reason is not currently supported on iOS devices due to an Apple limitation.
"While this launch focuses on voice, the need for recognizable and consistent outreach spans every channel. Twilio’s Branded Communications vision is to help businesses establish trust everywhere without managing separate identity and onboarding processes for each channel," Jason Spulak, senior product marketing manager at Twilio, wrote in a blog post. "Branded Calling is the starting point. It lets you present a verified identity for outbound calls today and lays the foundation for extending trust to messaging and email in the future. Enterprise trust is no longer optional, it is essential for customer engagement."