Branded Calling to Verify 90 Billion Calls by 2029

A new study by Juniper Research has found that branded calling frameworks will verify over 90 billion calls globally by 2030. This represents a rise from less than 10 billion in 2025.

Branded calling enables verified enterprises to display various information, such as company name, logo, and reason for the call, when calling their customers. It also 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.

“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. To maximise value, vendors have a strategic opportunity to integrate verification frameworks into other telecom channels, such as RCS,” said Sam Barker, Vice President for Telecoms at Juniper Research.

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.