A phone call is a valuable touchpoint in the sales process, but many calls fail to reach the intended recipient due to caller ID issues.

Calls from unverified numbers are often blocked, flagged as spam, or labeled with warnings that reduce the likelihood of an answer being received. For businesses that rely on inbound phone leads, such as service providers, agencies, or call centers, this results in missed conversions, wasted ad spend, and poor call completion rates.

The Federal Communications Commission (FCC) enforced that all IP-based voice traffic comply with the STIR/SHAKEN framework across the telecommunications industry. This framework combines Secure Telephone Identity Revisited (STIR) and Signature-based Handling of Asserted information using toKENs (SHAKEN) to validate phone number authentication through cryptographically signed call headers.

AvidTrak uses the caller ID authentication technology to sign each outbound call with a valid digital certificate issued by a recognized Certificate Authority. With attestation support, AvidTrak helps businesses avoid caller ID spoofing, meet robocall mitigation requirements under the TRACED Act, and improve call completion rates across IP-based and VoIP systems.

This article explains how STIR/SHAKEN works, why compliance is now a global requirement, and why collaborating with a verified provider, such as AvidTrak, is essential for maintaining call quality, delivery rates, and customer trust.

Summary

  • The STIR/SHAKEN protocol uses signed digital headers to verify caller identity and protect against spoofed or misleading phone numbers in outbound calls.
  • STIR/SHAKEN compliance is required by the FCC for all IP-based voice service providers to reduce robocalls, protect users, and maintain call integrity.
  • Attestation levels (A, B, C) indicate the degree of trust a carrier places in the caller ID. A-level attestation offers the highest verification standard for delivery.
  • Verified caller ID improves answer rates and safeguards advertising spend by preventing legitimate calls from being blocked or misclassified as spam.
  • STIR/SHAKEN implementation supports better attribution by linking verified call headers to campaign and keyword-level reporting across digital and offline channels.
  • AvidTrak is built to offer more than just basic tracking; fair pricing, strong product support, and deep call attribution expertise come standard. AvidTrak applies the full STIR/SHAKEN protocol to every tracking number, including verified attestation levels, secure caller ID authentication, and SIP-compliant digital signatures. This ensures accurate delivery, regulatory compliance, and reliable performance across all call-based marketing campaigns.

A Simple Look at STIR/SHAKEN Verification

The STIR/SHAKEN protocol, established by the FCC, helps the telecommunications industry prevent fake calls and spoofed numbers from reaching customers. Here’s what happens step by step:

  • STIR (Secure Telephone Identity Revisited) adds a digital signature to each outbound call. This proves the caller ID information has not been altered.
  • SHAKEN (Signature-based Handling of Asserted information using toKENs) handles how that signature moves through carrier networks using the SIP Invite protocol.
  • The originating voice service provider applies an attestation level (A, B, or C) and inserts a signed header into the call. This header includes the digital identity of the caller.
  • Transit carriers pass the call without modifying the call headers or the digital signature.
  • The terminating provider uses a trusted Certificate Authority to validate the signature. If verified, the call displays caller-verified indicators, such as a green checkmark or the caller’s name.

This process improves call completion, safeguards against call spoofing, and boosts delivery rates for verified campaigns. AvidTrak signs all outbound calls with STIR/SHAKEN-compliant digital signatures, applied through secure SIP headers and validated by trusted Certificate Authorities. This supports complete caller ID verification, reduces spam labeling, and helps businesses reach customers using authenticated phone numbers tied to real call source data.

Why STIR/SHAKEN Compliance Is Now Mandatory

Every voice service provider operating over IP-based networks in the United States is now required by the TRACED Act to implement the STIR/SHAKEN framework. This regulation is designed to stop caller ID spoofing, filter out spam calls, and protect recipients from robocall fraud.

Businesses that continue using unverified phone numbers are exposed to blocked calls, reduced call completion rates, and potential action from the Federal Communications Commission. Compliance expectations include:

  • Signing outbound calls with a valid digital certificate issued by a trusted Certificate Authority
  • Transmitting digital signatures using the Session Initiation Protocol (SIP) to maintain traceable call headers
  • Meeting protocol standards such as RFC 8224, RFC 8225, and RFC 8226
  • Adhering to new global mandates, as similar robocall mitigation programs are being adopted in Canada, the United Kingdom, and the European Union

AvidTrak helps businesses stay compliant by working with approved gateway providers and supporting complete caller ID verification for all tracking numbers. Each outbound call includes a cryptographically signed digital identity, helping protect brand trust and support secure call authentication from ad click to conversation.

Agencies, brands, and sales teams that rely on VoIP systems or call tracking must work with a STIR/SHAKEN-verified provider, as this is no longer optional; it is a baseline requirement.

Ten Business-Critical Reasons to Choose a Verified Provider

Call tracking is only effective when calls are connected. For any business that relies on inbound leads, unverified numbers pose a risk, from dropped calls to inaccurate reporting.

A STIR/SHAKEN verified call tracking provider helps eliminate that risk. Verified calls carry authenticated caller ID information, protect against spam filters, and support compliance with FCC robocall mitigation standards.

The following points explain how choosing a verified provider, such as AvidTrak, improves call delivery, protects attribution data, and supports secure call origination across all campaigns.

1. Higher Answer Rates

Calls with verified caller ID information are more likely to be answered. Verified numbers reduce filtering and hesitation, especially on mobile networks that display a checkmark or a “caller verified” indicator.

2. Protection Against Caller ID Spoofing

A valid digital signature remains intact during transit, which prevents phone numbers from being flagged or misused. This protects both the brand and the customer from impersonation.

3. Cleaner Attribution Data

Signed and verified calls reduce blocked attempts and improve data quality, allowing each call source to be tracked accurately. This improves attribution for paid search, social, and offline campaigns.

4. Reduced Media Waste

Calls flagged as spam mean the ad spend tied to that lead is lost. A verified call ensures marketing content tied to the campaign clicks results in actual phone conversations.

5. STIR/SHAKEN Compliance with FCC Requirements

The Federal Communications Commission requires full STIR/SHAKEN compliance from all IP-based voice service providers. Verified vendors protect from TRACED Act violations and future robocall enforcement actions.

6. Stronger Brand Reputation

A correctly verified caller ID name signals legitimacy. Customers are more likely to trust and engage with calls that carry an authenticated identity rather than a generic or hidden number.

7. Fewer Robocalls and Spam Interference

Verified call tracking separates legitimate traffic from stir-shaken robocalls. This improves internal call routing and reduces the time spent handling irrelevant calls.

8. Reliable Campaign Reporting

Full STIR/SHAKEN implementation preserves attribution across platforms by connecting call headers to campaign-level data and evaluating which channels lead to actual phone interactions.

9. Faster Contact and Response Time

Calls placed from verified tracking numbers reach the recipient without delay. This improves call completion and reduces the chance of missed follow-ups.

10. Future-Proof Against Regulatory Shift

As STIR/SHAKEN attestation levels and international rules evolve, verified providers must adapt quickly to ensure compliance. AvidTrak already operates by STIR/SHAKEN caller ID standards and supports end-to-end call authentication.

How AvidTrak Embeds STIR/SHAKEN into Every Tracking Number

AvidTrak supports the STIR/SHAKEN protocol and ensures compliance with every phone call by default. Each tracking number is signed with a verified digital certificate issued by a trusted Certificate Authority, which helps protect caller ID information, validate call authentication, and meet the strict FCC robocall mitigation requirements.

Every call placed through AvidTrak adheres to SIP standards (RFC 8224, RFC 8225, RFC 8226) from the moment of call origination to final call termination, providing businesses with a compliant, transparent, and secure foundation for outbound tracking.

Here is how AvidTrak supports STIR/SHAKEN implementation across every phone call:

Signed Numbers at the Point of Call Origination

Signed Numbers at the Point of Call Origination

AvidTrak generates dynamic tracking numbers for Google Ads, SEO campaigns, social media, and offline channels, including print and direct mail.

Each call placed through verified numbers is signed with a digital certificate, ensuring it carries a verified digital identity from the moment of call origination.

STIR/SHAKEN Tracking in AvidTrak Dashboards

STIR/SHAKEN Tracking in AvidTrak Dashboards

AvidTrak tracks outbound calls signed with STIR/SHAKEN-compliant digital signatures and reports performance data inside its analytics dashboards. Businesses can monitor call delivery trends, track caller ID verification activity, and connect verified calls to specific marketing campaigns.

The dashboards provide visibility into how signed calls perform across channels, helping businesses stay compliant while optimizing call-based attribution.

Verified Status in Campaign and Keyword Reports

Verified Status in Campaign and Keyword Reports

Authenticated call status is tied directly to keyword-level and campaign-level reporting. This ensures no disconnect between media spend and actual call source attribution, especially for businesses tracking conversions across PPC and interactive voice response systems.

Preserved Signature Integrity Across Call Routing

Preserved Signature Integrity Across Call Routing

AvidTrak maintains full caller ID authentication throughout the routing process. Each call retains its original STIR/SHAKEN digital signature, whether it is routed by zip code, area code, or ad source.

The consistency protects the integrity of the call flow, avoids data loss, and ensures accurate caller ID verification, even in complex setups involving multiple agents, locations, or campaigns.

AvidTrak positions businesses to lead, not just follow, in meeting STIR/SHAKEN compliance standards, actively blocking call spoofing, maintaining verified caller ID authentication, and operating in full alignment with protocols enforced by the Federal Communications Commission.

AvidTrak offers built-in readiness for branded calling, evolving call filter algorithms, and upcoming rich call data frameworks. AvidTrak provides your tracking infrastructure with the control and compliance it needs to stay ahead.

Evaluation Checklist for Agencies and Brands

Agencies and brands that rely on call tracking must assess more than just platform features. They require clear evidence that the provider adheres to the full STIR/SHAKEN protocol and supports secure, end-to-end call authentication.

The checklist below outlines what to verify when evaluating any provider offering caller ID verification, compliant call origination, and protection against STIR/SHAKEN robocalls.

1. Confirm Carrier-Level Compliance

Ask whether the provider’s underlying voice service provider holds an active STIR/SHAKEN certificate issued by a recognized Certificate Authority. Carrier-level compliance is the foundation of proper STIR/SHAKEN implementation.

2. Request Attestation Level Transparency

Ensure every tracking number supports A-level attestation, not just B or C. Lower attestation levels may indicate incomplete validation and increase the risk of filtering by terminating carriers.

3. Audit Legacy Numbers and TDM Routing

Identify tracking numbers still using legacy TDM infrastructure. Migrate these to IP-based VoIP systems that fully support the STIR/SHAKEN protocol and proper call authentication standards.

4. Verify CNAM Records for Caller ID Clarity

Update CNAM records so that outbound calls display a recognizable caller ID name. Proper CNAM configuration improves customer trust and supports visible Caller Verified indicators across devices.

5. Train Support Staff on Caller ID Verification

Teach client-facing teams how to identify and reference STIR/SHAKEN caller ID indicators. This helps them explain call legitimacy to end customers and improves confidence in every interaction.

6. Monitor Attestation Health in Reporting Tools

Use monthly analytics audits to verify that attestation headers remain intact across campaigns. Any break in STIR/SHAKEN compliance can lead to a drop in call completion rates and should be flagged early.

Verified Calls Start with the Right Provider

STIR/SHAKEN compliance depends on more than a certificate; it requires precision at every step of the call tracking process. AvidTrak implements the full STIR/SHAKEN protocol across all tracking numbers, ensuring secure caller ID verification, accurate attestation levels, and uninterrupted delivery across campaigns.

AvidTrak’s competitive pricing, genuine product support, and extensive experience in solving complex tracking problems provide businesses with the accuracy they need without added complexity.

Want a deeper understanding of verified call delivery? Read AvidTrak’s STIR/SHAKEN Guide to see how verified numbers protect campaign performance.

Start your free trial and protect every call from spoofing, filtering, and missed revenue.

Frequently Asked Questions

1. What is STIR/SHAKEN in call tracking?

STIR/SHAKEN is a caller ID authentication framework that uses digital signatures to verify whether a call is coming from a real, authorized number. It helps reduce spoofing and improves call completion for businesses using call tracking platforms such as AvidTrak.

2. What does verified mean on a cell phone call?

Verified means the call has been authenticated through the STIR/SHAKEN protocol. The phone carrier verified that the number has not been spoofed, which helps the call appear trustworthy and reduces the chance it will be flagged or ignored.

3. What does the green check next to a phone number mean?

The green checkmark indicates that the number has passed STIR/SHAKEN caller ID verification. Calls with a checkmark have been verified by the carrier, meaning they were signed with a valid digital certificate and are less likely to be spam or spoofed.

4. How do STIR/SHAKEN attestation levels affect my calls?

Attestation levels (A, B, or C) reflect how much the carrier trusts the caller’s identity. A-level attestation offers the highest trust and best delivery performance. AvidTrak supports attestation-level reporting in its dashboard.

5. Why does STIR/SHAKEN compliance matter for agencies?

Agencies that manage phone-driven campaigns must ensure their tracking numbers are signed and verified. STIR/SHAKEN compliance protects against call spoofing, improves answer rates, and keeps campaigns aligned with FCC robocall mitigation rules.

6. Can AvidTrak help with STIR/SHAKEN caller ID setup?

Yes. AvidTrak signs outbound calls with valid digital signatures, supports STIR/SHAKEN technology, and reports on caller ID verification so businesses can monitor delivery and compliance.

7. Are all call tracking platforms STIR/SHAKEN verified?

No. Not all providers apply verified signatures or support caller ID authentication. AvidTrak works with trusted carriers and Certificate Authorities to maintain verified STIR/SHAKEN certificates for all tracking numbers.

8. Does STIR/SHAKEN stop all robocalls?

No, but it makes spoofed calls easier to detect and block. Combined with proper call filter algorithms, STIR/SHAKEN robocall protection improves trust and increases the likelihood that legitimate calls will be answered.