April 6, 2022

Rich Call Data: The Future of Caller ID

Rich Call Data: The Future of Caller ID

A consumer receives a call from an unknown number labeled “Potential Spam” — what are the odds that they will answer this call? They must be close to zero. When the call is actually from a spammer, the system is working.

However, too often since STIR/SHAKEN was implemented, legitimate business calls are showing up this way on Caller ID systems. Company profits and reputations have taken a big hit. 

Importance of Caller ID Accuracy

Let’s face it — your company’s caller ID is one of the most important factors in a successful outbound dialing campaign. Your Caller ID is your company’s first impression, and as such, your caller ID must display accurate information. Otherwise, your business reputation and answer rates will suffer. You will lose established customers and fail to attract new ones.  

Since STIR/SHAKEN, legitimate companies have suffered from inaccurate caller ID information, but new technology that can correct this problem is now available.

Rich call data aims to improve the accuracy and consistency of caller ID displays, protecting your business from inaccurate and damaging ID information. RCD may be the answer to many unintended regulatory issues.

What Is Rich Call Data (RCD)?

Rich call data (RCD) is a new method of relaying caller ID information that is more accurate than previous technology. RCD sends data through SIP header tokens during the STIR/SHAKEN call authentication process.

The information comes from the originating service provider and not the terminating one, which helps ensure accurate data is transmitted. Currently, RCD is not being used publicly; however, tests have been conducted for its implementation that shows promising results. 

RCD Successfully Tested by T-Mobile and First Orion

RCD is a recent innovation. In July of 2021, T-Mobile partnered with First Orion to complete their first test of rich call data in a live call. Experts are heralding the technology as a huge step toward thwarting spoofers and scammers while protecting the reputations of legitimate companies

Rich call data will allow a similar display as existing enhanced caller ID services. However, RCD has the potential to display data more accurately across various devices and service providers. Some of the information that RCD displays include:

  • Company name – Eliminating the dreaded “unknown” designation.
  • Verified phone number – Proof that the call is coming from the actual company and not a spoofer or scammer.
  • Reason for call – A brief explanation of the call’s purpose.
  • Company logo – Further reassurance for the consumer that the call is legitimate.

Consumers will receive accurate and in-depth information on the caller, which will allow them to make confident decisions about which calls to answer and which to reject. Companies should benefit from improved answer rates with consistency and accuracy in how their caller ID information displays to customers.

How Does RCD Vary From CNAM?

Currently, caller ID information displays either through CNAM registration or from enhanced caller ID services. Both of these systems rely on the terminating service provider to query a database where the caller ID information resides.

While this system works some of the time, it is not always accurate. Several databases house this information, and they may use different labels. As a result, caller ID information may appear inconsistently across service providers, confusing for consumers and frustrating for companies. 

RCD Relays Caller ID from the Originating Service Provider

With rich call data, the originating service provider relays the caller ID information. This process means that the terminating service provider always receives the same information, instead of having to query a database.

With this method, caller ID information should display more accurately and consistently across devices and networks. Carrier fragmentation, and differences in caller ID display, may become an issue of the past with rich call data. Hence, consumers receive accurate information and can make informed choices about whether to answer their phones. This method should lessen the number of rejected and blocked calls your company receives. 

The Future of Caller ID in RCD

Customers have become wary of answering unknown calls due to the deluge of illegitimate calls they have received over the last decade or so. They particularly hate robocalls, which on their own have eroded consumer confidence in outbound calling campaigns. RCD can solve these trust issues by delivering more accurate caller ID information and returning power to the calling company and the originating carrier. 

RCD provides more information as well as improves accuracy. The goal is to encourage consumers to answer more calls once again. In recent years, some potential leads have stopped answering any unknown calls or unrecognized calls for fear of answering a robocall or other illegitimate call.

Consistency in Caller ID is Key

With rich call data to display caller ID information, legitimate calling campaigns should prevail. Companies can feel confident their caller ID information displays consistently and accurately across all major service providers who are STIR/SHAKEN complaint.

Consumers in turn can answer more calls without fearing they will be spoofed or scammed. RCD provides security for consumers and a fair process for companies.

See how Call Tools can support your enterprise today!

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