BRANDED CALLING IN EUROPE

CUSTOMER ADVISORY NOTIFICATION

Enhancing Answer Rates Through Caller Identity

Overview

Branded Calling helps increase answer rates by displaying your business identity when contacting customers. It enables greater trust and recognition, improving engagement with outbound communications.

However, the capability is still evolving across Europe, and the experience remains inconsistent depending on several factors, including the customer’s mobile operator, device, operating system, and reliance on third-party platforms. As a result, there is currently no standardised or guaranteed experience across Europe.

Market Reality

The effectiveness of Branded Calling varies depending on the approach used:

• SIP Display Name: Not supported in Europe. Caller identity is typically removed before reaching the end user, resulting in low visibility.

• CNAM (Calling Name): Not available in Europe and therefore does not provide a viable solution for branded identity.

• Rich Call Data (RCD): Available only in limited scenarios. Where supported, it can deliver a strong customer experience, but coverage remains restricted.

Overall, no single solution today delivers a consistent, pan-European Branded Calling experience.

Current Availability and Use Cases

While Branded Calling is not universally supported, there are specific scenarios where it can deliver value:

• Smartphones (Primarily Android)

Some Android devices, particularly certain Samsung models, can display business names through applications such as Hiya. These services rely on external databases rather than native telecom signalling. This approach is useful for basic caller identification but remains inconsistent and may not always provide accurate results.

• Branded Calling Platforms

Enterprise platforms such as Hiya, TNS, and Infobip integrate with operator ecosystems and are commonly used by CPaaS providers and large organisations. These solutions can extend reach across multiple markets; however, performance depends heavily on operator integration and device compatibility.

• Mature Markets (e.g. United States)

In markets such as the United States, Branded Calling is more advanced, supported by established frameworks including CNAM and STIR/SHAKEN with Rich Call Data. These technologies enable a more reliable and consistent branded calling experience.This level of maturity has not yet been replicated in Europe.

• Select European Markets

Certain countries, such as France, have introduced early initiatives within controlled environments (for example, operator-led ecosystems). These are typically limited deployments or pilot programmes and are not yet scalable at a European level.

Key Takeaway

Branded Calling is available today, but only in specific scenarios. It does not yet provide a consistent or guaranteed experience across Europe.

Business Impact

Organisations should consider the following when adopting Branded Calling:

• Brand display cannot be guaranteed for all calls

• Customer experience varies by country, operator, and device

• Some outbound calls will display branding, while others will not

• Implementation should focus on targeted use cases rather than full-scale deployment

How Colt Supports You

Despite a fragmented market landscape, Colt provides guidance and support to help customers maximise value:

• Clear and transparent recommendations

• Realistic expectation setting from the outset

• Market-specific insights and expertise

• Access to relevant partner ecosystems where available

Colt focuses on delivering practical, effective solutions that work within today’s market conditions.

Frequently Asked Questions

1. What is Branded Calling?

Branded Calling enables businesses to display their company name or identity when making outbound calls, helping recipients recognise who is calling and improving answer rates.

2. Does Branded Calling work consistently across Europe?

No. Branded Calling is not yet standardised across Europe. The experience varies depending on the customer’s mobile operator, device, operating system, and third-party platforms.

3. Why is Branded Calling limited in Europe?

Unlike other regions, Europe does not have a unified framework for caller identification. Technologies such as CNAM are not supported, and alternatives like Rich Call Data (RCD) are only available in limited scenarios.

4. Which technologies enable Branded Calling today?

Current approaches include third-party platforms (such as Hiya, TNS, and Infobip) and limited implementations of Rich Call Data (RCD). However, support depends on operator integration and device compatibility.

5. How can Colt support Branded Calling initiatives?

Colt provides guidance, market insights, and access to partner ecosystems to help customers implement Branded Calling where it is most effective. Colt focuses on realistic deployment strategies and practical use cases rather than promising universal coverage