“When a customer sees a name they recognize, a logo they trust and a call reason that matters, they’re much more likely to answer.”
In this Technology Reseller News podcast recorded at Alianza Navigate 2026, Jim Dalton, CEO of TransNexus, discusses branded calling and why he sees it as a new revenue opportunity for service providers.
Branded calling allows a business call to display the company name, logo and call reason on the recipient’s device. Dalton says that added identity can make a major difference at a time when many consumers simply ignore calls from numbers they do not recognize.
For businesses such as hospitals, alarm companies, auto dealers and other organizations that need customers to answer important calls, the value can be significant.
Dalton says service providers can use branded calling both to differentiate their voice services and to create new revenue.
“Voice has been stagnant for some providers,” Dalton says. “This gives them something new to take to their enterprise customers.”
The opportunity can work on both sides of the call. Businesses may pay a premium to originate branded calls, while terminating service providers can potentially generate revenue for displaying that branding instead of paying for traditional caller-ID dips.
TransNexus has been a longtime Metaswitch partner and sees branded calling fitting naturally into the expanding Alianza ecosystem.
Dalton says the integration is relatively straightforward, making it easier for Alianza partners to add branded calling without rebuilding their voice platforms.
Beyond branded calling, TransNexus also provides services around STIR/SHAKEN, FCC compliance, do-not-originate controls and robocall mitigation.
The company is also working on new robocall detection capabilities designed to identify problematic traffic based on who is signing the call.
Visit TransNexus.com to learn more.