STIR/SHAKEN vs Branded Call: What Are the Differences and Why Verified Origin Changes Business Telephony

Corporate telephony is entering a new phase in Brazil. For many years, the phone displayed only one number. Then came caller IDs, anti-spam apps, and branded call solutions that could show the company name, brand, and in some cases, the reason for the call. Now the market is moving to a deeper layer: call originator authentication.

This is where STIR/SHAKEN comes in, a technology that allows validating information related to the origin of calls in IP networks through digital signatures. In Brazil, the authentication and identification ecosystem is known as Verified Origin and can work together with RCD - Rich Call Data - to enrich the experience displayed to the recipient.

STIR/SHAKEN is not the same thing as Branded Call

While the two experiences may seem similar to the end user, the technologies have different functions. Branded Call is a category of solution that is primarily focused on presenting the company's identity during a call. STIR/SHAKEN, on the other hand, is designed to authenticate the origin of the call within the telecommunications infrastructure.

When STIR/SHAKEN is combined with RCD, the call can gather authentication and enriched information such as company name, logo, and reason for the call. It is exactly this combination that makes the model particularly relevant for Brazilian companies.

The main advantage of the official STIR/SHAKEN

The biggest differential is not simply putting a brand on the screen. It's adding a layer of technical trust to the source of the call. Instead of relying only on a database that associates a number with a certain company, the network starts to work with authentication mechanisms that help verify that the identity presented is related to the real origin of that connection.

This is especially important in a market affected by spoofing, a technique in which criminals manipulate the identification presented on the phone to make it appear as if a call came from another number.

Verified Source: Identity and authentication working together

In the Brazilian ecosystem, STIR/SHAKEN authentication can be combined with RCD to present enriched data to the recipient. On supported devices and networks, the experience may include company name, logo, reason for calling, and validated number indication.

Branded Call identifies who is calling. STIR/SHAKEN authenticates the origin. RCD adds identity and context. In Verified Source, these layers can work together.

Where GoSAT and Agile Telecom come in

GoSAT is a well-known competitor in the Brazilian Branded Call market and works with Hiya's ecosystem. The commercial proposition is strongly oriented towards enriched call identification, with features associated with Hiya Connect, Branded Call, and Secure Call.

Ágil Telecom occupies a different position. The company commercially advertises Verified Origin and STIR/SHAKEN solutions, which places it more directly in the same call authentication space that is being structured in the Brazilian market.

Voicecorp follows a clear strategy: it does not market Branded Call as its main product. The focus is on STIR/SHAKEN and the evolution of the official call authentication ecosystem, connecting security, identity and corporate telephony in the same proposal.

Why it matters for businesses

More confidence even before the customer answers

Increased protection of the company's phone identity

Reducing the impact of spoofing on corporate numbers

Possibility to present name, brand and context through the RCD

Improved experience for business operations, billing, service, and support

Alignment with the regulatory and technological evolution of Brazilian telephony

The corporate call becomes a brand interface

For years, companies have invested in website, app, WhatsApp, email, and social networks to create a consistent digital identity. The phone call, however, continued to look pretty much the same regardless of who was calling. With Verified Origin, STIR/SHAKEN and RCD, this begins to change.

The call is no longer just voice transport and starts to incorporate identity, context and trust. For businesses that rely on phone service, this could represent an important shift in customer experience.

VOICECORP STIR/SHAKENShis tag appears. Your call is authenticated0800 102 4141 • voicecorp.com.br

References

Anatel - Authentication and Caller ID

ABR Telecom - Identification and Authentication Authority

Hiya - partnership and ecosystem in Brazil

Agile Telecom - Verified Origin