Understanding STIR/SHAKEN and Its Impact on Agencies

STIR/SHAKEN is a technology designed to fight illegal robocalls and spoofed caller IDs. For agencies, this means changes in how your outbound calls are handled and how your caller ID is seen by clients and prospects. It helps phone companies verify that the number making a call is actually authorized to use that number. This verification helps build trust in the phone network again, but it also means agencies need to be careful about how they make calls to avoid their legitimate calls being flagged as spam.

What is STIR/SHAKEN?

STIR/SHAKEN stands for Secure Telephone Identity Revisited (STIR) and Signature-based Handling of Asserted information using toKENs (SHAKEN). Think of it like a digital signature for phone calls. When you make a call, your phone company adds a special code to it. This code proves that your number is real and that you are authorized to use it. The phone company on the receiving end checks this code. If the code is good, the call goes through with a high level of trust. If the code is missing or fake, the call might be flagged as spam or even blocked.

The main goal is to stop callers from "spoofing" numbers. Spoofing is when someone fakes their caller ID to look like a different number, often to trick people. For example, a scammer might make it look like they are calling from a local police department or a well-known company. STIR/SHAKEN makes it much harder for these fake calls to succeed.

How STIR/SHAKEN Affects Your Agency's Outbound Calls

For agencies that make a lot of outbound calls, STIR/SHAKEN has a big impact. If your calls are not properly "attested" (which means they have the correct digital signature), they are more likely to be labeled as "Spam Likely" or even blocked by phone carriers. This can severely hurt your agency's ability to reach clients and prospects.

There are different levels of "attestation" or trust that a call can receive:

• Full Attestation (A): This is the highest level of trust. It means the phone company knows who you are and that you are authorized to use the number you are calling from. Your calls are very likely to go through without being flagged.
• Partial Attestation (B): This means the phone company knows who you are, but it doesn't have full proof that you are authorized to use the specific number you're calling from. This often happens when you use a third-party service to make calls. These calls have a medium chance of being flagged.
• Gateway Attestation (C): This is the lowest level of trust. It means the phone company knows the call came from its network, but it doesn't know who initiated the call or if they are authorized to use the number. These calls are very likely to be flagged or blocked.

Agencies often use many phone numbers, sometimes through different providers. Making sure all these numbers are properly registered and attested is key. If your agency uses a Voice over IP (VoIP) service, your VoIP provider plays a crucial role in getting your calls properly attested. They need to work with their upstream carriers to ensure your calls get the highest attestation possible.

Maintaining Caller ID Trust and Reputation

Keeping a good caller ID reputation is vital for your agency. If your numbers get a bad reputation, your calls won't be answered, and your business will suffer. Here are practical steps your agency can take:

1. Register Your Numbers: Make sure all your agency's phone numbers are registered with your phone service provider. This includes local numbers, toll-free numbers, and any numbers used for campaigns. Many providers have specific processes for this.
2. Understand Your Provider's Attestation: Talk to your phone service provider (VoIP provider, etc.) and ask them about their STIR/SHAKEN attestation levels. Ensure they are doing everything possible to achieve full attestation for your outbound calls.
3. Monitor Your Caller ID Reputation: There are services that allow you to check how your numbers are perceived by major carriers. Regularly check these to catch any issues early. If a number is being flagged, you might need to stop using it for a while or work with your provider to clear its reputation.
4. Use Consistent Calling Practices: Avoid making a very high volume of calls from a single number in a short period, especially if it's a new number. This can sometimes trigger spam flags.
5. Educate Your Team: Make sure everyone on your team who makes calls understands the importance of caller ID reputation and follows best practices. This includes leaving clear voicemails and being respectful on calls.
6. Consider Local Presence Dialing: If appropriate, use local numbers for calls to specific geographic areas. This can increase answer rates and reduce the perception of spam, as people are more likely to answer calls from familiar local area codes.
7. Review Your Call Campaigns: If you run specific calling campaigns, ensure they are designed to be compliant and not to trigger spam filters. High abandon rates (where the recipient hangs up quickly) can hurt your reputation.
8. Understand A2P 10DLC for SMS: While STIR/SHAKEN is for voice calls, a similar system called A2P 10DLC (Application-to-Person 10-Digit Long Code) applies to SMS messages. If your agency sends text messages, you must register your numbers and campaigns to ensure your messages are delivered. This is crucial for avoiding filtering and maintaining trust. You can learn more about this by checking resources like Twilio's A2P 10DLC overview: https://www.twilio.com/docs/messaging/compliance/a2p-10dlc
9. Stay Informed: Telephony compliance rules can change. Always verify current requirements with your provider or qualified counsel. The FCC provides consumer guidance on call and text rules: https://www.fcc.gov/rules-political-campaign-calls-and-texts

The Agency Advantage: Centralized Communication and Compliance

Agencies often manage communications for multiple clients, each with their own calling needs. This complexity makes STIR/SHAKEN compliance even more challenging. A centralized platform can help.

Imagine an agency running lead generation campaigns for several clients. Each client might have dedicated phone numbers for their campaigns. Without a unified system, managing attestation for all these numbers across different providers can be a nightmare. A platform that allows agencies to connect their own phone providers while managing separate client workspaces simplifies this. It means you can apply consistent best practices and monitor reputation across all client campaigns from one place. This also helps in implementing a proper follow-up cadence for missed calls, ensuring legitimate outreach isn't hindered by reputation issues.

Checklist for Agencies: STIR/SHAKEN Readiness

Here's a quick checklist to help your agency navigate STIR/SHAKEN:

• Identify all outbound calling numbers: List every phone number your agency uses for outbound calls, including those for different clients.
• Contact your phone service provider(s): Ask about their STIR/SHAKEN implementation and what attestation level your calls typically receive.
• Verify number registration: Confirm that all your identified numbers are properly registered with your provider.
• Inquire about reputation monitoring: Ask your provider if they offer tools to monitor caller ID reputation or if they recommend third-party services.
• Develop internal best practices: Create guidelines for your team on calling volumes, pacing, and professional conduct to avoid spam flags.
• Review SMS compliance: If you send texts, ensure your A2P 10DLC registration is complete and up-to-date.
• Consider a unified communication platform: Evaluate if a platform that integrates calling, SMS, and client management can streamline your compliance efforts. For example, a system like a connected agency platform allows agencies to connect their own phone providers, giving them control over their communication infrastructure while centralizing client data and outreach efforts. This can be key to effectively measuring the ROI of your agency's telephony investments.
• Schedule regular compliance reviews: Set a recurring reminder to review your calling practices and provider compliance every 3-6 months.

By taking these proactive steps, your agency can protect its caller ID reputation, ensure your legitimate calls reach their intended recipients, and maintain trust with your clients and prospects.

Your next step should be to contact your primary phone service provider and ask them directly about their STIR/SHAKEN implementation and what steps you need to take to ensure your agency's outbound calls receive the highest possible attestation.