STIR/SHAKEN caller ID authentication
Phone
A set of standards US phone carriers use to sign calls and confirm the caller ID number is real, to fight spoofed robocalls.
A store calls a customer back from its own number through its provider, which signs the call with A attestation. The customer's carrier sees a valid signature and shows the number normally instead of "spam likely."
It's why some business calls reach customers and others get labeled as spam, so it affects whether people pick up.
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