Infobip has expanded its partnership with NumHub, to offer Branded Calling ID™ (BCID) as part of their Voice product solution. Infobip has adopted NumHub’s API-driven cloud-based SaaS solution streamlining all aspects of BCID registration, onboarding, vetting, billing, and reporting. As a valued partner, Infobip will engage enterprise businesses, empowering them to own their brand identity through the platform’s simplified BCID adoption process. This development comes at a crucial time, aligning with the FCC’s Eighth Report and Order, which encourages the industry to proactively implement Rich Call Data display with branded calling solutions that are supported in the mandated STIR/SHAKEN framework. “Branded calling helps businesses to improve answer rates and ROI, while keeping customer satisfaction at the forefront of each interaction,” said Ivan Ostojić, Chief Business Officer at Infobip. Branded Calling ID (BCID) is an industry-adopted, CTIA-governed framework designed to restore trust in phone calls by enabling verified businesses to display their brand name, logo, call reason, and number directly on consumer devices. BCID integrates Rich Call Data (RCD) and Internet Engineering Task Force (IETF) FCC-mandated STIR/SHAKEN authentication, ensuring that only legitimate, authenticated and vetted businesses can display branded caller ID information. By leveraging cryptographic signatures and industry-standard governance, BCID protects businesses from spoofing, enhances call answer rates, and ensures consumers can confidently identify and engage with trusted brands. Unlike traditional branded calling models that operate under vendor-controlled ecosystems, BCID is an open, standardized solution built to serve the entire telecom industry including enterprises, CSPs, OSPs, UCaaS/CCaaS providers, and consumers.