Branded Caller ID: show your business name on outbound calls

What it does and does not do

What it does:

• Displays your brand name and logo on the recipient's 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.
• Supports multiple display names and business profiles per account.

What it does not do:

• Guarantee display on 100% of calls; results depend on country coverage, carrier, device, and call screening apps installed.
• 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 consumption based 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 registration and validation are 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.

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

Setup happens entirely in the Aircall Dashboard > Numbers > Branded calling section. 

If you don't have a profile yet, you'll see a Set up Branded calling button, along with the list of countries currently covered. 

If you already have a profile you can add display names and numbers to it. If it's not the case click on Add new business profile. Use the same button to create an additional business profile (for a different entity) for the same country or a new profile for a different country.

Once you click one of those two options, select the country you are setting up from the dropdown.

Once you have clicked on Continue, you will be redirected to the Set up branded calling screen. The set up process is divided in 5 steps: Company details, Documentation, Brand logo, Display names, and Review. You can save your progress and come back to finish later.

Step 1: Company details

Fill in the following sections:

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

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

Step 2: Documentation

Upload your verification documents and sign your Letter of Authorization here, all in one step.

Documents to upload:

• Company registration proof: certificate of incorporation, company registry extract, or equivalent. PDF, JPG, PNG up to 10 MB.
• Brand rights: your trademark registration, proof of brand ownership, or a licence or authorisation from the brand owner. PDF, JPG, PNG up to 10 MB.

The Letter of Authorization (LOA) gives Aircall permission to register your branded calling profile with carriers on your behalf. You can either:

• Sign it yourself: enter your name and email to sign right there on the page, or
• Send it to someone else: forward it to your authorized contact for signature.

Step 3: Brand logo (optional)

Upload your company logo. It may appear on the recipient's screen when you call, though display depends on their carrier and device, and not every mobile supports it.

Logo requirements:

• SVG format
• Square
• Minimum 300×300 px
• Maximum 5 MB
• Solid background (no transparency)

Note: The logo step is optional at setup, you can add or edit it later from the Setup details page. Changing your logo goes through carrier validation, typically live in under a business day, with your current logo staying active in the meantime. Your logo also goes through its own carrier validation after your main brand profile is approved.

Note: The logo step is optional at setup, you can add or edit it later from the Setup details page. Changing your logo goes through carrier validation, typically live in under a business day, with your current logo staying active in the meantime. Your logo also goes through its own carrier validation after your main brand profile is approved.Note: Logo display in some countries (UK, DE, FR, ES) is supported only on Samsung Smartcall, regardless of the global coverage announced. Name display can be expected based on the estimated coverage per country.

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, this is what shows on the recipient's screen when your number calls. Each one must include your brand name (up to 32 characters).

For each display name, you'll fill in:

• Name: your brand name, 4 to 32 characters.
• Call purpose: whichever option best matches what these calls are for.
• Expected call volume: roughly how many outbound calls per month you expect across all numbers on this display name.
• Numbers: assign numbers now, or come back and do it after approval.

The number selector only shows numbers from the relevant country, and it hides anything already assigned elsewhere, so you're only choosing from what's actually available. Numbers already in use are still visible, just greyed out.

Add multiple display names if you want different identities for different teams, for example, "Sales" and "Support," using + Add display name.

Note: Each number can only belong to one display name at a time. To move a number to a different display name, remove it from the first one before adding it to the second.

Step 5: Review and submit

Before submitting, take a moment to review everything: your company details, documents and signed LOA, brand logo if you added one, and your display names with their assigned numbers. Anything can still be edited from here.

Once you're ready, click Submit for approval. Your registration goes to our analytics provider for verification, with business registration, display name, and logo each reviewed on their own.

Typical timeline: verification takes up to 10 business days in total. You'll get an email at each stage, and again once everything's approved.

Vetting: what to expect

Once you submit, your registration moves through two phases behind the scenes. You'll only ever see one status throughout, Pending validation, so there's nothing to distinguish on your end:

1. Internal review: our team checks your documents and LOA.
2. Provider vetting: kicks off automatically once internal review passes. No action needed from you here either, your status just stays as Pending validation until it's done.

Within that, 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.

Tracking vetting status

You can check on any of this at any time, under Numbers → Branded calling. Each business profile shows its overall status, Pending validation or Approved, along with a tag for each item inside it. Click any tag to open a panel with the full picture: your submitted documents, company details, logo, display name, and assigned numbers, all with their current status.

While validation is underway, your Setup details page will show "Configuration locked during Company details validation." Display names carry a Pending validation tag, and numbers show Enrollment pending.

Anywhere else you'd normally pick a number, the number list or other number-selection views, enrolled numbers are marked with a Branded calling badge.

Configuring numbers after approval

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

• Add numbers to a display name: pick from your existing numbers, carrier enrollment happens automatically in the background.
• Remove a number: it stops showing branded information on calls, but stays on your account, ready to reassign to a display name whenever you need it.
• Add a new display name: goes through validation before it becomes active.
• Rename a display name: also goes through validation, your current name keeps working in the meantime.
• Edit or delete your logo: removing it just means branded calls show no logo, your display names keep working exactly as before.
• Delete a display name: every number assigned to it stops showing branded information.

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 check your settings in the Aircall Dashboard > Numbers > Branded calling. 

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). 

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.

For a deeper view, including answer-rate trends over time and the impact of enrolling in Branded Caller ID, Admins can also check the Number Performance Report under Analytics. You can access it by clicking on See Number Performance report in the top-right corner of the branded calling section. For information about the report, please see Analytics: Number Performance Report.

Note: Per-call display confirmation, whether branding was shown on a specific individual call, is not available. This is a carrier-level limitation. You're only billed for branded calls that are actually delivered as branded, 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: branded calls only display on carriers connected to our provider's network. Coverage varies by market, see Availability and devices above for where we currently support this. Smaller or reseller carriers may behave differently depending on how they route calls, and branding isn't guaranteed there.
• Device and OS: most modern iOS and Android devices on supported carriers will show branding, but older devices or specific OS configurations may not. We cannot guarantee in advance whether a specific recipient's device will display it, since that depends on their carrier, device type and model, and installed call screening aps. Devices not attached to any network may also not display branded calling.
• Anti-spam apps: if the recipient has a screening app like Truecaller or Samsung Smartcall installed, what they see may look a little different from the native carrier experience. That's usually fine, these apps pull from the same carrier-level registration data, so a brand registered through our provider is still likely to be recognized as legitimate, even if it displays a bit differently.

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.

Pricing

This feature is charged per branded call. Every time your call is branded at the destination phone (by displaying the configured display name, or the display name and logo) you are charged for the Branded Calls feature.

If the call is not branded at the destination, Aircall will not invoice you for the Branded Call feature.

For more information about Branded caller ID pricing, please visit the pricing page.

FAQs

How do I get started?

Go to Aircall Dashboard → Numbers → Branded calling and click Set up Branded calling. You'll upload your documents and sign your LOA right there in the setup flow, no need to contact anyone first.

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?

Internal review takes up to 5 business days, then carrier vetting kicks off automatically. All in, that's up to 10 business days in the US, or up to 6 in other markets. You'll get an email at each stage, and you can always check your status in the Dashboard.

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.

What's the difference between CNAM and Branded Caller ID?

CNAM (Caller ID Name) is a free, US-only service that registers your company name against your number so carriers can display it to recipients. It's limited to 15 characters, display is inconsistent since not all carriers subscribe to the same lookup databases, and it has no influence on how spam flags are applied to your number.

Branded Caller ID goes further: your company name (up to 32 characters) and logo appear directly on the recipient's mobile screen, verified and registered through a network with agreements across major US carriers, reaching around 90% of US mobile subscribers. Because your brand identity is validated through this network, carriers treat your calls as coming from a legitimate, known business, making them less likely to be flagged as spam.

In short: CNAM can display your name, but with no guarantee and no trust signal. Branded Caller ID puts your verified brand on screen, recognized by carriers before the call even rings.

Can I register Branded Caller ID for a US number if my company isn't based in the US?

No. To register Branded Caller ID for a US number, your company must be based in the US. Companies based outside the US cannot complete the registration for US numbers.