Branded calling – where verified businesses can display information such as company name, logo and even the reason for the call on customer phones – is set to explode as a value-add, with Juniper Research expecting to see some 90 billion calls use it by 2029. This year fewer than 10 billion calls were branded in this way.
Branded calling enables subscribers to verify the identity of the caller before the call is answered. As telecoms communication channels face rising threats from activities such as number spoofing and account takeover fraud, network operators must implement verification technologies to protect their subscribers.
An extract from the new report, Robocall Mitigation & Branded Calling 2025-2030, is now available as a free download
“This substantial growth of 870% over the next five years will be driven by rising enterprise adoption of branded calling solutions, even as global voice traffic declines,” explains Sam Barker, VP of Telecoms Market Research at Juniper Research. “To maximise value, vendors have a strategic opportunity to integrate verification frameworks into other telecom channels, such as Rich Communication Services (RCS).”
Evolution of services in branded calling inevitable
As enterprises increasingly adopt omnichannel customer interaction solutions, unified verification across channels, including for technologies such as RCS, becomes a valuable strength. It will increase call pick-up rates by giving subscribers a visual cue of a call’s authenticity, and reduce resources spent following up on these missed calls.
Juniper Research believes that vendors must build channel-native verification solutions that unify brand identity across communication channels, including voice.
Whilst this integrated approach will reduce the investment needed from enterprises and increase adoption, it also positions network operators to best protect their subscribers.
Money for networks
Branded calling is also likely to be a significant revenue generator for network operators. According to Juniper, the global branded calling market is forecasted to generate $2.3bn in revenue by 2030. Another industry estimate projects the branded calling market could exceed $73bn by 2029, likely including adjacent services and ecosystem participants, not just direct telco revenue.
Fees for branded calls vary, but examples include per-call fees that start as low as $0.0004 per call and decrease with volume, allowing even smaller outbound service providers (OSPs) to compete and profit, according to data from TransNexus.
Branded calling dramatically improves call answer rates and customer interaction, making it especially attractive—and worth paying for—in sectors like healthcare, finance, travel, insurance, and higher education.
For example, enterprises using branded calling solutions saw call answer rates climb by up to 39% and declines drop by over 50%. This higher engagement translates into revenue for both the businesses – via higher sales or lower missed appointments – and the telcos delivering the service.
Image: WikiCommons
