April 8, 2025

How to Implement Twilio Branded Calling

At Drop Cowboy, we’re always looking for ways to enhance business communication. Twilio Branded Calling is a game-changing feature that’s transforming how companies interact with their customers over the phone.

This powerful tool allows businesses to display their name, logo, and even the reason for calling on the recipient’s screen. In this post, we’ll guide you through the implementation process and share best practices to maximize the benefits of Twilio Branded Calling for your organization.

What Is Twilio Branded Calling?

Twilio Branded Calling revolutionizes phone communication for businesses. This innovative tool displays a company’s name, logo, and call purpose on the recipient’s screen during outbound calls.

Visual Identification: A Trust Builder

Twilio Branded Calling transforms unknown numbers into professional, branded images that build trust and recognition. This visual identification addresses a critical need in today’s spam-ridden call environment. A survey by First Orion reveals that 82% of consumers prefer to see a brand’s name and logo when receiving a call. Twilio Branded Calling meets this demand for transparency head-on.

Skyrocketing Answer Rates

The implementation of Branded Calling leads to a significant increase in answer rates. Twilio’s internal metrics indicate that businesses using this feature experience up to a 35% boost in answer rates compared to traditional caller ID methods. This surge in engagement can transform companies that rely on phone communication for sales, customer service, or important notifications.

Trust: The Foundation of Customer Experience

Trust forms the bedrock of successful business relationships, and Branded Calling plays a pivotal role in its construction. When customers instantly recognize callers, they answer more readily and engage more positively. This improved trust directly translates to enhanced customer experiences. For example, a Twilio customer in the healthcare sector reported a staggering 100%+ increase in call answer rates after implementing Branded Calling. This improvement not only boosts communication efficiency but also elevates the overall customer journey.

Navigating Compliance and Reputation

In an era plagued by phone scams and fraud, businesses must prioritize their reputation and adhere to regulations. Twilio Branded Calling helps companies align with initiatives like the FCC’s SHAKEN/STIR protocol (aimed at combating caller ID spoofing). Clear identification helps businesses avoid mistaken spam labels and maintain a positive reputation with both customers and regulatory bodies.

While Twilio offers an excellent Branded Calling solution, it’s worth noting that Drop Cowboy provides a comprehensive communication platform. Our offering includes features like ringless voicemail and SMS integration, which can complement and enhance your overall communication strategy. Our Mimic AI™ technology allows for personalized voice messages, potentially increasing engagement rates beyond visual caller ID capabilities.

As we move forward, let’s explore how to set up and implement Twilio Branded Calling effectively in your business operations.

How to Set Up Twilio Branded Calling

Account Creation and Verification

To start with Twilio Branded Calling, you must create a Twilio account. Visit the Twilio website and sign up. Provide your basic information and verify your email address. Twilio requires businesses to use their outbound voice services for at least six months before they qualify for Branded Calling. This requirement ensures user legitimacy and maintains service integrity.

Brand Registration Process

After account setup, register your brand with Twilio. This process requires you to prove your legal authority to use the Branded Calling Display Name. Prepare a government-issued ID of an authorized representative and write a description of your use case. The Display Name (limited to 32 characters) must relate to your business name and contain only letters and numbers.

Phone Number Configuration

Once your brand is registered, configure your phone numbers for Branded Calling. Each phone number can only associate with one Branded Calling Trust Product. To maximize the benefit, register your brand with every major carrier in the U.S. This step ensures your brand display reaches the widest possible audience.

System Integration

The final step involves integrating Branded Calling with your existing systems. Twilio provides API access for seamless integration. Use their API to assign or unassign phone numbers to the Branded Calling Trust Product, retrieve lists of assigned items, and manage other aspects of your setup.

Twilio’s approval process for Branded Calling can take up to seven days. During this time, they verify your brand information and ensure compliance with their guidelines. Once approved, your registered phone numbers will appear in the Twilio Console, ready for use with Branded Calling.

While Twilio offers a robust Branded Calling solution, it’s worth noting that Drop Cowboy provides a comprehensive communication platform. Our offering includes features like ringless voicemail and SMS integration (which can complement and enhance your overall communication strategy). Our Mimic AI™ technology allows for personalized voice messages, potentially increasing engagement rates beyond visual caller ID capabilities.

As you set up your Branded Calling, consider how you’ll design effective branded call displays to maximize the impact of this powerful tool. Let’s explore some best practices for creating compelling branded call displays in the next section.

Maximizing Twilio Branded Calling Impact

Craft Compelling Call Displays

Your branded call display creates the first impression on a customer. Make it impactful. Use a concise and recognizable display name, preferably your most well-known brand name. For multi-brand companies, create separate Branded Calling Trust Products for each brand to maintain clarity.

Design a simple logo for caller ID. Complex designs often don’t render well on small screens. Test your logo on various devices to ensure clarity at different sizes. You have limited space, so make every pixel count.

Use the call reason feature to boost answer rates. Be specific but brief. “Appointment Reminder” works better than “Important Message.” Customize the call reason to the recipient’s context when possible. A customer expecting a delivery might answer a call with the reason “Package Update” more readily.

Harness the Power of Analytics

Twilio offers robust analytics tools to track Branded Calling performance. Use these insights to refine your strategy. Monitor key metrics (answer rates, call duration, customer feedback) to assess the effectiveness of your branded calls.

Conduct A/B testing with different brand displays and call reasons. This method helps identify which combinations resonate best with your audience. You might discover that your company’s full name outperforms an abbreviation, or certain call reasons lead to higher engagement rates.

Don’t just collect data – take action. If you notice lower answer rates for specific call types, adjust your approach. The timing of these calls might not be ideal, or the call reason might lack appeal. Let your analytics drive continuous improvement in your communication strategy.

Navigate the Compliance Landscape

Compliance plays a critical role when implementing Branded Calling. Understand relevant regulations like the Truth in Caller ID Act and the TCPA (Telephone Consumer Protection Act). These laws dictate how businesses can present themselves in caller ID and when they can contact consumers.

Keep accurate and current registration information with Twilio and carriers. Discrepancies could result in the revocation of your Branded Calling privileges. Regularly audit your calling practices to ensure alignment with current regulations and best practices.

Train your team on proper Branded Calling use. Ensure they understand the importance of accurate representation and respect for customer preferences. Implement processes to honor do-not-call requests promptly and maintain clean, updated contact lists.

While Twilio provides solid compliance tools, platforms like Drop Cowboy offer additional features that can complement your compliance efforts. Drop Cowboy’s built-in compliance tools help you navigate regulatory requirements across different communication channels, ensuring a cohesive and compliant outreach strategy.

Final Thoughts

Twilio Branded Calling transforms business communication by enhancing trust and boosting answer rates. Companies can expect more productive conversations, higher conversion rates, and improved customer satisfaction through this innovative technology. The future of caller ID may bring advancements in personalization and seamless integration with other communication channels.

Businesses should explore comprehensive communication platforms to complement their Twilio Branded Calling strategy. Drop Cowboy offers a suite of tools including ringless voicemail and SMS integration, which can enhance overall customer engagement. These technologies create a powerful, multi-faceted approach to reaching customers effectively.

Staying ahead of the curve with innovative solutions will help maintain strong, trust-based relationships with customers. Embracing these technologies will position your business at the forefront of effective, transparent, and engaging communication. As phone communication evolves, adapting to new tools and strategies becomes essential for success in customer outreach.