Universal Call Branding

Universal Call Branding lets you provide caller ID text for your outgoing phone numbers. Your contacts see the text along with your number when they receive a call from your organization. Universal Call Branding enables you to display up to 32 characters on the recipient's mobile phone display. This improves your answer rates because contacts are more likely to answer calls when they know where it's coming from. Universal Call Branding is similar to Caller ID Name (CNAM), but it's designed for mobile phones and carriers that don't display CNAM reliably.

Image of a mobile phone screen receiving a call. The call information includes a phone number and text.

Universal Call Branding is available in the United States and, since version 26.3, in Canada, the United Kingdom, Germany, Spain, and France.

Set Up Universal Call Branding

To use Universal Call Branding, you must have it enabled for your environment. Contact your account representative for details. Once it's enabled, you can place an order for caller ID text for each of your outgoing phone numbers in the Customer Community portal. Orders for Universal Call Branding process automatically without a case being created and processed for it. If you use both Caller ID Name (CNAM) and Universal Call Branding in your account, you will notice that CNAM requests process differently from Universal Call Branding orders. CNAM orders have a case created for them to be processed by NiCE personnel.

If your organization is outside the United States, setup has two additional requirements before you order caller ID text:

  • You must order the global SKU for Universal Call Branding, instead of the standard SKU.

  • You must work with NiCE Professional Services (PSES) to implement the pre-call API for your suppression script.

  1. If you haven't already done so, contact your account representative to enable Universal Call Branding for your environment.
  2. Log in to the NiCE CXone Customer Community.
  3. Go to Technical Services > Orders.
  4. Click the Caller ID option.
  5. Select an Account. Click Next.

  6. Enter the Calling Number your environment calls from. Then, in Caller ID Name, enter the text you want contacts to see with your number. You can also enter a Reason for Calling (optional).

    The Calling Number cannot start with a '+'. The Caller ID Name field has a limit of 32 characters and must not include special characters.

  7. If you want to add Caller ID text for other numbers in your organization, click Add New Row and repeat the preceding step. You may add up to 100 rows to one order. Click Submit.
  8. In the terms window, read the agreement, select I agree, and click Submit. You should receive an email confirmation for your order.

Frequently Asked Questions

Starting in October 2026.

Only Canada, and only for the Rogers and Bell networks. The United Kingdom, Germany, Spain, and France don't support logos at this time, but support may be added in the future.

No. There's no additional charge for logo support.

Universal Call Branding may display differently across mobile operating systems. For example, Samsung devices show a verified checkmark next to the caller ID, but iOS devices don't. This doesn't mean branding failed — it's a difference in how each device displays the information.

Advanced Caller ID Disclaimer

Advanced Caller ID is provided on a best‑effort basis and may not always display as intended. Due to industry‑wide consumer‑protection regulations, carriers and mobile providers have the right to block, filter, or reclassify calls based on their own analytics and spam‑prevention policies. As a result, the presentation of your caller ID—including name, number, or call labeling—may vary by network, device, or consumer settings. NiCE has no control over how third‑party carriers or end users choose to handle incoming calls, and therefore cannot guarantee caller ID delivery or accuracy in all scenarios. This applies to Universal Call Branding internationally as well as in the United States. Logo support is also provided on a best-effort basis and isn't guaranteed to display.