Infobip, a global cloud communications platform, has expanded its partnership with NumHub, a US-based provider of number management and branded calling infrastructure, to offer Branded Calling ID, known as BCID, as part of Infobip's Voice product suite. The expansion follows years of collaboration that began with toll-free number management and grew to include local number portability through NumHub's PortControl platform.
BCID is a framework governed by CTIA, the US wireless industry association, that lets verified businesses display their brand name, logo, call reason and phone number on a consumer's device before the call is answered. The system connects to the FCC-mandated STIR/SHAKEN authentication framework, which uses cryptographic signatures to confirm that the calling party is who it claims to be. That authentication layer is what separates BCID from earlier branded calling models, which operated through vendor-controlled ecosystems rather than an open, standardized framework covering enterprises, communications service providers and UCaaS and CCaaS operators.
The regulatory backdrop matters for timing. The FCC's Eighth Report and Order encourages the industry to implement Rich Call Data display through branded calling solutions that sit within the STIR/SHAKEN framework, a mandate that has accelerated enterprise interest in verified caller identification.
NumHub CEO Mark Bilton-Smith described the scale of the market gap the partnership is built to address:
"Seven years ago, branded calling was introduced…Today, over a million legitimate businesses in the US do not have access to a branded calling solution! Together with BCID and our valued partner Infobip, our joint initiative is clear: to empower every legitimate business with an industry-adopted, secure, and cost-effective branded calling solution that truly works and will be available to everyone, making consumers look forward to answering their calls again!"
Ivan Ostojić, Chief Business Officer at Infobip, described the commercial rationale from Infobip's side:
"Branded calling helps businesses to improve answer rates and ROI, while keeping customer satisfaction at the forefront of each interaction. We're excited to continue this partnership with NumHub and drive innovation in secure voice solutions."
Under the expanded partnership, Infobip has integrated NumHub's API-driven SaaS platform, which handles BCID registration, onboarding, vetting, billing and reporting for enterprise customers. The arrangement lets Infobip offer branded calling to enterprise clients through a single workflow rather than requiring those clients to manage BCID registration separately. The two companies' prior work together covered toll-free number management for Fortune 5 to Fortune 500 companies before 2021, followed by Infobip's adoption of PortControl for number portability in 2021, and a full suite expansion in 2024 to cover number lookup, touchless pre-orders and port-outs.
