Collector – June 2019 - 43

So how will STIR/SHAKEN affect device
analytics and call blocking and labeling
app technologies? This has yet to be
determined among carriers and analytics
providers. Since STIR/SHAKEN does not
identify the enterprise delivering the call,
there's a gap between true verification and
identification of the entity behind the call.
Device analytics and call blocking and
labeling app technologies will continue to
be essential in the attempt to identify who
is calling. There is still the opportunity for
legal enterprise callers to have their calls
improperly presented as "SCAM" or under
an incorrect name.
When evaluating a solution for improper
call blocking and labeling pre-STIR/
SHAKEN, identifying the phone numbers
used in consumer communications and
providing substantiated evidence of an
enterprise's legal, compliant use of these
phone numbers is the recommended
methodology for re-establishing the
baseline of truth between a legal entity
and the call blocking and labeling app and
analytics community.
As Anis Jaffer, chief product officer at
Numeracle, noted, "Until industrywide
adoption of a 'Know Your Customer' process
is implemented through STIR/SHAKEN
protocol, the registration of phone numbers
and certification of legal entity status allows
good callers delivering legal communications
to keep their trusted brand identity out of
the hands of illegal actors."

CHALLENGES TO DEPLOYMENT
The common adage, "If the problem were
easy, it would have already been solved,"
seems rather apt when examining the
challenges of industrywide implementation
of the STIR/SHAKEN protocol.
Infrastructural challenges to network
deployment remain among the most critical
focus for execution.
"The majority of network traffic
uses SIP (Session Initiation Protocol)
technology and will therefore be capable of
supporting STIR/SHAKEN to authenticate
and verify calls traversing their networks,"
said Jim McEachern, principal technologist

COLLECTOR 06.19

at the Alliance for Telecommunications
Industry Solutions. "Steady progress
in deploying the SHAKEN ecosystem
demonstrates a continued commitment
across the telecom industry to design and
deploy an advanced solution to mitigate
the evolving threat of illegal robocalls
while maintaining the integrity of the
voice network." 
 In late March, AT&T and Comcast
announced a major milestone in STIR/
SHAKEN implementation, demonstrating
the nation's first successful transfer of
authenticated calls from one service provider
to another. Additional public announcements
of readiness to support STIR/SHAKEN
have been made by T-Mobile, along
with Verizon and other major industry
players deploying technological and
infrastructural improvements to support
these widescale efforts.

Some questions remain, however,
including how solution providers will
visually present the new denomination of an
"authenticated" versus "unauthenticated" call
to consumer devices and how we can ensure
this new caller identification is executed with
trust and accuracy. As history has played out
on the subject of proper versus improper call
blocking and labeling in the present tense,
establishing trust in this newly standardized
call authentication framework is absolutely
critical for the viability and continued
longevity of the voice channel.
Molly Weis is the director of marketing
and communications at Numeracle, which
provides solutions for legal call originators to
restore trust in customer communications and
solve improper call blocking and labeling. She
can be reached at molly@numeracle.com or
visit www.numeracle.com.

Sept. 23-25, 2019
Hilton Minneapolis/Bloomington
acainternational.org/events

Invest in You | Invest in Your Team
Providing current and emerging leaders
with the tools necessary to take their
organization to the next level.

ACAInternational.org/events

43


http://www.numeracle.com http://www.acainternational.org/events http://www.ACAInternational.org/events

Collector – June 2019

Table of Contents for the Digital Edition of Collector – June 2019

President’s Page
Industry News
Best Practices
FYI
Collection Tips
Adapting to a New Environment
“Today agencies realize this is an opportunity to help the consumer.”
ACA International’s 2019 Convention & Expo
Close the Revolving Door
Calendar
Honor Roll
Education Spotlight
Ask the Experts: Small Talk
Growing into the Industry
Exploring STIR/SHAKEN
CFPB Releases Proposed Debt Collection Rule
Industry Advancement Program Helps Member Defeat FDCPA Claim in Ninth Circuit
ACA SearchPoint
Ad Index
Membership
Last Word
Collector – June 2019 - Cover1
Collector – June 2019 - Cover2
Collector – June 2019 - 1
Collector – June 2019 - 2
Collector – June 2019 - 3
Collector – June 2019 - Industry News
Collector – June 2019 - President’s Page
Collector – June 2019 - 6
Collector – June 2019 - 7
Collector – June 2019 - 8
Collector – June 2019 - 9
Collector – June 2019 - Best Practices
Collector – June 2019 - 11
Collector – June 2019 - FYI
Collector – June 2019 - 13
Collector – June 2019 - 14
Collector – June 2019 - 15
Collector – June 2019 - Collection Tips
Collector – June 2019 - 17
Collector – June 2019 - Adapting to a New Environment
Collector – June 2019 - 19
Collector – June 2019 - 20
Collector – June 2019 - 21
Collector – June 2019 - Close the Revolving Door
Collector – June 2019 - “Today agencies realize this is an opportunity to help the consumer.”
Collector – June 2019 - ACA International’s 2019 Convention & Expo
Collector – June 2019 - 25
Collector – June 2019 - 26
Collector – June 2019 - 27
Collector – June 2019 - 28
Collector – June 2019 - 29
Collector – June 2019 - 30
Collector – June 2019 - 31
Collector – June 2019 - 32
Collector – June 2019 - 33
Collector – June 2019 - Calendar
Collector – June 2019 - Honor Roll
Collector – June 2019 - Education Spotlight
Collector – June 2019 - 37
Collector – June 2019 - Ask the Experts: Small Talk
Collector – June 2019 - 39
Collector – June 2019 - Growing into the Industry
Collector – June 2019 - 41
Collector – June 2019 - Exploring STIR/SHAKEN
Collector – June 2019 - 43
Collector – June 2019 - CFPB Releases Proposed Debt Collection Rule
Collector – June 2019 - 45
Collector – June 2019 - Industry Advancement Program Helps Member Defeat FDCPA Claim in Ninth Circuit
Collector – June 2019 - 47
Collector – June 2019 - ACA SearchPoint
Collector – June 2019 - Ad Index
Collector – June 2019 - Membership
Collector – June 2019 - 51
Collector – June 2019 - Last Word
Collector – June 2019 - Cover3
Collector – June 2019 - Cover4
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