RCD (Rich Call Data)
What is RCD (Rich Call Data)?
RCD (Rich Call Data) is the ATIS-1000095 standard that lets a verified business show a branded caller name, logo, and reason for calling on the recipient's phone screen instead of a bare number or a generic CNAM lookup. Marketed as “branded calling,” RCD rides on the STIR/SHAKEN attestation chain the terminating carrier already checks, carrying the verified brand in the call's signed PASSporT rather than replacing carrier authentication. Verizon and AT&T render a verified RCD payload on the incoming-call screen, commonly lifting answer rates beyond CNAM alone.
More detail
RCD is distinct from CNAM: CNAM only resolves a static display name from a carrier database lookup, while RCD carries a richer, per-call payload — a display name, a logo, and an optional reason for calling — signed as part of the outbound call's cryptographic attestation rather than looked up separately by the terminating carrier.
Because RCD rides on top of STIR/SHAKEN rather than replacing it, a call still needs valid attestation and a per-carrier branded-calling registration before a terminating carrier will render the brand name, logo, and reason for calling; an unregistered or unverified sender simply falls back to plain CNAM or a bare number.
On Orbit, branded calling is configured per organization — display name, logo, and reason for calling — and Orbit's wholesale softswitch attaches the registered RCD payload to the outbound call's signed PASSporT once each carrier completes its own registration, alongside the STIR/SHAKEN attestation tier already applied to that call.
Frequently asked
- Is RCD the same thing as branded calling?
- Yes — “branded calling” is the common marketing name for a Rich Call Data (RCD) deployment. RCD is the underlying ATIS-1000095 standard that carries the verified brand name, logo, and reason for calling to the terminating carrier's incoming-call screen.
- Does RCD replace STIR/SHAKEN attestation?
- No. RCD adds a richer branded display on top of an already-attested call — the terminating carrier still checks STIR/SHAKEN attestation independently, and a call with weak or missing attestation typically won't render the branded RCD payload even when a display name and logo are supplied.
See also
Build it on Orbit
Voice, messaging, email, video, and AI agents on one platform and one pay-as-you-go bill. Start free — no credit card required.