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Branded Calling is currently in beta. We’re rolling it out gradually, so some features may not be fully available yet and behavior can change while we finalize the product. If something doesn’t work exactly as documented, it’s most likely still being enabled, and we appreciate your patience as we get everything ready. For the latest on availability and how branded calls are delivered, see Making calls with Branded Calling.

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Overview

Branded Calling displays your verified business identity on the recipient’s phone screen before they answer. Instead of seeing a bare phone number, or worse, “Spam Likely”, recipients see your business name, logo, and the reason for your call.
Without Branded CallingWith Branded Calling
+1 (555) 123-4567Acme Healthcare
or “Spam Likely”🏥 Company Logo
”Appointment Reminder”
This increases answer rates and builds trust with your customers.

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How it works

  1. You register your business as an Enterprise and create a display identity (Display Identity Record) with your name, logo, and call reason.
  2. Telnyx vets the DIR, verifying your business identity, IP ownership, and compliance.
  3. You associate your Telnyx phone numbers with the verified DIR.
  4. When you place a call from those numbers, Telnyx automatically signs the call with a cryptographic token (SHAKEN PASSporT) containing your DIR’s rich call data.
  5. The terminating carrier verifies the signature and renders your DIR info on the recipient’s device.

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Resource hierarchy

Enterprise (your organization, registered once)
├── Display Identity Record (DIR, the display identity)
│   ├── Phone-number Batch (the unit of carrier-network vetting)
│   │   ├── Phone Number (+15551234567)
│   │   └── Phone Number (+15559876543)
│   └── Call Reasons ["Customer Service", "Appointment Reminder"]
├── Display Identity Record (DIR, another identity)
│   └── Phone-number Batch
│       └── Phone Number (+15550001111)
└── Terms of Service Agreement (Branded Calling)
  • An Enterprise can have multiple Display Identity Records (DIRs).
  • Each Display Identity Record has its own display name, logo, call reasons, and phone numbers.
  • A Phone Number belongs to exactly one Display Identity Record.
  • Phone numbers are added in batches: each POST creates one batch, and the batch is the unit that goes through carrier-network vetting.
  • Call reasons are set at the Display Identity Record level.

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Key concepts

TermDescription
EnterpriseYour top-level business registration. Required before creating DIRs.
Display Identity Record (DIR)Defines what recipients see (name, logo, call reason).
VettingThe verification process that validates your DIR identity and business information.
Call ReasonText shown to recipients explaining why you’re calling (e.g. “Appointment Reminder”).

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Ecosystem

Branded Calling is built on an industry-wide registry, managed by CTIA. The registry ensures trust among all participants through common technical and governance frameworks. Telnyx handles all ecosystem interactions on your behalf, you interact only with the Telnyx API.

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Next steps