Logos Don’t Stop Scams: Numeracle’s Keith Buell on Restoring Trust in Caller Identity, Podcast

“We believe in identity—on both sides of a communication. That identity builds trust.” — Keith Buell, Numeracle

In this episode of Technology Reseller News, publisher Doug Green speaks with Keith Buell, Head of Public Policy and Legal at Numeracle, to explore a critical issue facing enterprises, service providers, and consumers alike: the ongoing fight for caller integrity. Buell, a board member of the SIP Forum and a leader in branded calling technology, breaks down why logos alone can’t ensure call legitimacy—and how the emerging BCID (Branded Calling ID) framework is laying the groundwork for a secure, trusted caller ecosystem.

Founded to protect legitimate business communications from being mislabeled or blocked, Numeracle plays a key role in vetting and verifying trusted caller identities. Buell explains how branded calling is evolving beyond legacy CNAM systems and moving toward a more rigorous, secure model supported by the CTIA and the broader BCID ecosystem.

Key discussion points include:

• Why branded calling must go beyond logos to include verified identity, secure transmission, and trusted presentation
• The problem of spoofed caller names—how even sophisticated recipients can be fooled
• The challenges of implementing identity assurance across IP and legacy networks
• The three pillars of trusted communication and how STIR/SHAKEN fits into the larger puzzle
• What enterprises and service providers can do now to participate in the BCID rollout

Buell shares a striking real-world example of receiving a spoofed call that appeared to come from his own bank, highlighting the urgent need for stronger guardrails around caller identity. He also outlines the roles enterprises and carriers can play in restoring trust to voice communications—and preventing the fragmentation of the public switched telephone network into app-based silos.

For more information, visit: www.numeracle.com.