---
title: "Why are we seeing customers not answer our outbound calls?"
slug: "customers-not-answering-outbound-calls"
description: "Learn why your calls are marked as \"Spam Risk\" and how to fix it with Branded Calling, Free Caller Registry, and call-auth best practices."
updated: 2026-02-10T18:00:24Z
published: 2026-02-10T18:00:24Z
canonical: "help.gladly.com/customers-not-answering-outbound-calls"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://help.gladly.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Why are we seeing customers not answer our outbound calls?

If your noticing an increase of outbound calls not being answered or even reaching a busy signal, it’s likely your phone number is showing “Spam Risk” or “Scam Likely,” and Customers are less likely to pick up—hurting reach, SLAs, and CX. This guide explains why it happens and the exact steps to fix it, including Branded Calling, Free Caller Registry, and call-auth best practices.

## Increased mobile manufacturer privacy protection

Device manufacturers, such as Apple, has features that screens unknown callers. For example, if your caller has an iOS device and they have the `Ask Reason for Calling` setting activated, the callee’s device screens the call first before they are notified and may choose to accept/decline the call. If they activate other screening features, it increases the chances of your call not being answered, especially if they do not have your contact information saved.

You can read more about this [here](https://www.twilio.com/en-us/blog/insights/trends/potential-ios-26-update-communications-implications). These are configuration carriers (and Gladly) have no control over.

![Settings for screening unknown callers and filtering spam calls on a mobile device.](https://cdn.us.document360.io/7047b671-c4f2-4df0-bb0a-b9b511fd2452/Images/Documentation/ios caller settings.png)

## Why numbers get flagged as spam

Mobile carriers and device makers use spam-screening to protect consumers. On[iOS](https://www.twilio.com/en-us/blog/insights/trends/potential-ios-26-update-communications-implications)and Android, callees can mark unknown calls as spam in one tap. Carriers and their reputation partners then score numbers based on user feedback and call patterns. Sometimes, legitimate business numbers (appointment reminders, order updates, support) get mislabeled.

There are ways to boost answer rates.

## Branded Calling (recommended)

[Branded Calling](https://www.twilio.com/docs/voice/branded-calling) is a carrier-approved display of your business name, logo, and call reason on the recipient’s screen. This reduces uncertainty (“Who’s calling?”) and directly improves answer rates.

**Why it matters:**

- Clear identity → fewer spam marks, higher trust, higher answer werates.
- Pairs well with FCR and SHAKEN/STIR to reinforce legitimacy.

Contact Gladly Support if you’re interested and to understand the cost per identification.

## Implement technical safeguards (SHAKEN/STIR + Voice Integrity)

- **SHAKEN/STIR**: Authenticates caller identity to reduce spoofing and improve call trust.
- **Voice Integrity**: Additional provider-level checks that reinforce trust and consistency.

Contact Gladly Support to ensure these are activated for your Gladly Voice account.

## Report incorrect spam labels

If your number is already flagged, request a review with telecom providers:

- **Hiya:** Submit a reclassification request: [https://hiyahelp.zendesk.com/hc/en-us/p/request_hub](https://hiyahelp.zendesk.com/hc/en-us/p/request_hub)
- **Verizon:** Start feedback here: [https://www.voicespamfeedback.com/vsf/](https://www.voicespamfeedback.com/vsf/)

These queues feed carrier reputation systems and help correct false positives.

## Register numbers with Free Caller Registry (FCR)

The [Free Caller Registry](https://freecallerregistry.com/) is a centralized portal used by **AT&T, T-Mobile, and Verizon** to verify **legitimate** business callers (not for telemarketing/robocalls). Carriers may block calls (symptoms include busy signal or calls not connecting) to their subscribers if you phone number is not registered.

1. **Confirm fit**: FCR is for legitimate outbound use cases (reminders, service, support, account notifications).
2. **Gather info**:
  - Business name and contact details
  - List of numbers you own
  - Call purpose/use cases
3. **Submit at** [freecallerregistry.com](http://freecallerregistry.com).
4. **Verification** can take several weeks; carriers may request proof of ownership.
5. **Monitor** reputation and **update** the registry when you add/remove numbers.