Branded Caller ID: show your business name on outbound calls (US)

What it does and does not do

What it does:

• Displays your brand name and logo on the recipient's US mobile screen.
• Works automatically on all enrolled outbound calls: individual calls, Power Dialer, and Outbound Campaigns.
• Shows a Branded badge on enrolled numbers in Aircall Workspace, Salesforce CTI, and Zendesk CTI.
• Tracks pick-up rates and branded call volume per profile and per number in the Dashboard.
• Supports multiple display names and business profiles per account.

What it does not do:

• Guarantee display on 100% of calls; results depend on carrier, device, and app.
• Work on SMS, WhatsApp, or any messaging channel.
• Apply to inbound calls.
• Protect against spam flagging caused by poor outbound calling behavior.
• Provide per-call display confirmation; only volume reporting is available.

Availability and devices

Branded Caller ID is available as a paid add-on on any Aircall plan. Please see the pricing page for details.

Admins handle the full setup, including brand registration, document submission, and number assignment, directly in the Aircall Dashboard under Numbers > Branded calling.

Once configuration is complete, branding is automatic on outbound calls placed with registered numbers. Users can see the Branded Caller ID flag on affected numbers across Aircall Workspace (desktop and web), Salesforce CTI, and Zendesk CTI. HubSpot CTI and mobile support are coming soon.

Note: Branded Caller ID is available for outbound calls to US mobile numbers only. Whether branding displays depends on the recipient's carrier, device, and configuration. See Display limitations below.

Before you activate

Before activating Branded Caller ID, keep the following in mind:

• Branding amplifies your identity, for better or worse. Displaying your brand name alongside a spam label can actively damage your company's reputation.
• Branded Caller ID is not a substitute for good calling practices. If your team's outbound behavior is already triggering spam flags (high call volume, low answer rates, short calls, frequent hang-ups), branding won't fix that.
• Make sure your outbound calling practices are clean before activating. The feature works best as a trust signal for legitimate, well-managed outbound activity.

See Aircall number displaying as spam for more guidance before you begin setup.

Setting up Branded Caller ID

There are two phases to get Branded Caller ID active: a prerequisite identity and brand verification step, followed by the guided Aircall Dashboard setup.

Step 1: KYC/KYB verification and Letter of Authorization

This step happens before you can start the setup flow in the Aircall Dashboard. It's currently a manual process, and Aircall's team will guide you through it.

Before any registration is submitted to carriers, Aircall requires identity and brand ownership verification, plus a signed Letter of Authorization (LOA). This protects your brand and ensures compliance with carrier requirements.

Documents required:

• Proof of identity of the authorized contact (confirming authority to act for the company).
• Proof of company legal existence (certificate of incorporation or equivalent).
• Evidence of right to use the brand: trademark registration, proof of ownership, or licence from the brand owner.
• Signed Letter of Authorization (LOA).

Steps:

1. Contact Aircall Support or reach out to your Aircall representative to initiate the process.
2. They will provide the document checklist and instructions for submission.
3. Once your documents are reviewed and your LOA is signed, you'll receive confirmation by email and your account will be enabled to proceed with the Dashboard setup.

Step 2: Company details

Once your KYC/KYB is confirmed, go to Numbers > Branded calling. If no profile exists yet, you'll see an empty state with a Set up Branded calling button.

Steps:

1. Click Set up Branded calling.
2. Create a business profile, a registered entity for a specific country. Select the country you're setting up first (US).
3. Once confirmed, the 4-step setup opens: Company details > Brand logo > Display names > Review.
4. Fill in the following sections:

• Business info: legal business name (must match official registration), DBA or trading name (optional), industry, number of employees, website (optional), tax ID or EIN (optional, helps speed up verification).
• Business address: street address, city, state, ZIP code.
• Authorized contact: full name, email address, phone number (optional).

Important: Make sure your legal business name exactly matches your official registration. Mismatches are a common rejection reason.

Step 3: Brand logo (optional)

Upload your company logo. Your logo may appear on the recipient's screen when you call; display depends on their carrier and device, and not all phones support it.

Logo requirements:

• PNG or JPG format.
• Minimum 300x300 px.
• Maximum 5 MB.

Note: The logo step is optional at setup. You can add or edit it later from the Setup details page. Changing the logo goes through carrier validation and typically takes less than 1 business day to go live. Your current logo stays active in the meantime.

Logo best practices

These recommendations will help your brand look its best on phone calls:

• Use solid backgrounds, not transparent ones.

  

• Use imagery only, no brand names or slogans. Logos display at very small sizes, where text becomes illegible.

  

• Add a 10% margin to prevent cropping. Even logos that meet the size requirements can be cropped on some devices; padding keeps your logo fully visible.

  

Step 4: Display names

Create one or more display names, what appears on the recipient's screen when your number calls. Each display name must include your brand name (up to 32 characters).

Click + Add display name to add multiple names for different teams or use cases (for example, "Sales" or "Support").

For each display name, you can optionally assign numbers at this stage. The number selector only shows numbers from the relevant country, excludes numbers already assigned to another display name or profile, and is sorted by availability. Numbers already used elsewhere are shown but greyed out.

Note: Each number can only belong to one display name. A number assigned to one display name cannot be added to another without removing it first.

Step 5: Number enrollment

Enrollment with carriers starts automatically in the background once your company details and display name are approved. No additional action is needed from your side.

Numbers typically go live within 48 to 72 hours, but some carriers may be faster than others. You can track enrollment status under Numbers > Branded calling. Numbers pending enrollment show a Waiting enrolment tag, which updates to the Branded badge (✔) once enrollment is approved.

Step 6: Review and submit

Click Submit for approval. The registration is submitted to the analytics provider for verification. Each stage (business registration, display name, logo) is reviewed independently. The full process typically takes up to 10 to 14 business days in total.

You'll receive an email at each stage and when the review is complete.

Vetting: what to expect

Once submitted, your brand registration goes through vetting via the analytics provider. Three stages are reviewed independently:

Note: All three stages must be approved before branding activates on any number. Each stage is independent, so a rejected logo does not affect business registration or display name approval. Business registration rejection is a blocker: display names and logo cannot be approved until it's resolved.

You'll receive an email once your process is fully approved. If rejected, the email includes details on how to resolve it. Check your spam folder if you don't see it.

Common rejection reasons:

• Display name doesn't match the registered legal entity name.
• Logo doesn't meet carrier format requirements.
• Insufficient proof of trademark or brand ownership.
• Brand name too generic.

Once all vetting stages are approved, enrolled numbers are automatically registered with carriers in the background, no action required. This typically takes 48 to 72 hours per number, depending on the carrier. Please Enrollment per carrier below for details. You can track progress under Numbers > Branded calling: numbers pending enrollment show a Waiting enrolment tag, which updates to the Branded badge (✔) once enrollment is approved.

Tracking vetting status

All vetting status is visible in the Aircall Dashboard under Numbers > Branded calling. Each business profile shows its overall status (Pending validation or Approved) with tags per item. Clicking any tag opens a side panel with the full list of pending updates and their status.

From the number detail page, enrolled numbers show a Branded calling - Under review tag during vetting. Once approved, the tag changes to a verified badge (✔). Clicking the tag redirects to the Branded calling section.

Once an item is approved, it's removed from the pending updates panel. Items that are rejected show a rejection tag; clicking it opens details and resolution guidance.

Enrollment per carrier

Once your process is approved, enrollment happens on a per-carrier basis. Your calls will be branded as each carrier enrolls your configuration, and some carriers are faster than others.

Typical branding times by carrier (subject to change):

• T-Mobile and Boost Mobile: within an hour of approval.
• Verizon: 1 to 2 business days.
• AT&T: 6 to 8 business days.

Configuring numbers after approval

Once approved, go to Numbers > Branded calling > Setup details to manage your configuration:

• Add numbers to a display name: select numbers from your account. Enrollment with carriers happens automatically in the background and typically takes 48 to 72 hours per number.
• Remove a number: the number will no longer display branded information when calling. It remains in your account and can be reassigned to a display name at any time.
• Add a new display name: goes through validation before becoming active (typically 1 to 3 business days).
• Rename a display name: goes through validation and typically takes less than 1 business day to go live. Your current display name stays active in the meantime.
• Edit or delete logo: deleting the logo means your business profile will no longer show a logo on branded calls. Display names continue to work normally.
• Delete a display name: all numbers assigned to it will stop showing branded information when calling.

Important: Deleting the business profile permanently removes the profile and cancels your branded calling registration with carriers. This affects all display names and numbers under this profile and cannot be undone. If resubmitted, the company information will be subject to a new vetting process.

To update your registered company details (legal name, address, and similar fields) after submission, contact Aircall Support. These fields cannot be self-edited once submitted.

What agents will see

Agents don't need to do anything. Once the vetting process is finalized and validated, branding is automatic.

In Aircall Workspace, the Branded badge (verified checkmark ✔) appears next to enrolled numbers wherever a number is shown:

• New conversation menu ("Start conversation from"): branded numbers show the badge in the number selector list.
• Inside a conversation: when selecting "Call from" inside an open conversation, branded numbers are marked.
• Inbox number display: branded numbers are marked in the conversation list.

Hovering over the badge shows a tooltip: "Branded". The badge only appears when Branded Caller ID is fully active; during vetting, numbers show a Branded calling - Under review tag instead.

In Outbound Campaigns, when selecting outbound numbers during campaign creation or editing, branded numbers show the Branded badge in the number selector. This makes it easy to identify and select enrolled numbers for campaigns where recognition matters.

In the Numbers list in the Dashboard, enrolled numbers display the verified badge (✔) next to the number name. During vetting, numbers show an "Awaiting approval" or "Branded calling - Under review" tag.

Tracking performance

Once Branded Caller ID is active, you can track its impact directly in the Aircall Dashboard under Numbers > Branded calling. For each business profile, you can see:

• Total branded calls: volume of calls made from enrolled numbers in the last 30 days.
• Pick-up rate: answer rate on branded calls, shown per business profile and broken down by number and display name.
• Numbers enrolled: how many numbers are active under this profile, with a cap indicator.

You can toggle the view between the Numbers and Display names tabs (the Display names tab only appears if the profile has more than one display name). This lets you compare answer rates across different outbound identities, useful for understanding which display name performs best.

If you have multiple business profiles, each is shown as a separate card. Profiles with multiple numbers show a collapsed view with a "View more" option.

Note: Per-call display confirmation, whether branding was shown on a specific individual call, is not available. This is a carrier-level limitation. Billing applies only to branded calls placed from enrolled numbers.

Display limitations

Whether the recipient sees your brand on screen depends on several factors outside Aircall's control. Branding is not guaranteed on every call; this is expected behavior.

• Carrier support: only carriers integrated with First Orion's INFORM network display branded calls. Major US carriers (T-Mobile, AT&T, Verizon, Boost Mobile) are supported. Other MVNOs or reseller carriers (such as Cricket, Mint Mobile, or Straight Talk) vary depending on how they route calls, and branded calling is not guaranteed on these networks.
• Device and OS: most modern iOS and Android devices on supported carriers will show branding, but older devices or specific OS configurations may not. See the list of supported devices for details. Devices not attached to any network may also not display branded calling.
• Anti-spam apps: if the recipient has a screening app installed (such as Truecaller, Hiya, or RoboKiller), the display may look different from the native carrier experience. However, since these apps draw from the same carrier-level registration data, a brand registered through the analytics provider is likely to be recognized as legitimate, even if the visual presentation varies.

Calls still connect normally even when branding doesn't display. The call experience for agents is unchanged.

Important: Branded Caller ID is not a substitute for good calling practices. Branding amplifies your identity, for better or worse. If your team's outbound behavior is already triggering spam flags (high call volume, low answer rates, short calls, frequent hang-ups), displaying your brand name alongside a spam label can actively damage your company's reputation. Before activating Branded Caller ID, ensure your outbound calling practices are clean. The feature works best as a trust signal for legitimate, well-managed outbound activity.

Please see Aircall number displaying as spam for more guidance.

FAQs

How do I get started with the KYC/KYB verification?

Contact your Aircall representative or open a support ticket. Your team will guide you through the document submission and LOA signing process.

Why isn't my branding showing on some calls?

Display depends on the recipient's carrier, device, OS, and any call-screening apps installed. This is expected behavior. Please see Display limitations above.

How long does vetting take?

KYC/KYB review is manual, and the timeline is communicated by your Aircall representative. Business registration takes up to 10 business days, display name review takes 1 to 3 business days, and logo changes take less than 1 business day. Number enrollment takes 48 to 72 hours per number. You'll receive email updates at each stage and can track status in the Dashboard. Once your process is approved, enrollment begins per carrier. Please see Enrollment per carrier above for details.

My logo or display name was rejected. What do I do?

Check the rejection email (check your spam folder if you don't see it). Fix only the rejected item and resubmit; other approved stages are not affected.

Can I have different display names for different teams?

Yes. Create multiple display names and assign different numbers to each. Each number can only belong to one display name at a time.

Can I update my company details after submitting?

No. Contact Aircall Support to update registered company information after submission.

What happens if I delete a display name or business profile?

Deleting a display name stops branding on all numbers assigned to it; the numbers remain in your account. Deleting a business profile permanently cancels your branded calling registration with carriers and affects all display names and numbers under that profile.

Does Branded Caller ID prevent my numbers from being marked as spam?

No. Spam flagging is driven by calling behavior. Branded Caller ID improves recognition, but it does not override carrier spam decisions.

Is Branded Caller ID available for SMS or WhatsApp?

No. It's available for outbound voice calls only.