Caller ID is only available to a fraction of mobile customers and pulls a business name for your organization from a database that is limited to 15 characters. You have no control over how your name appears on caller ID.
INFORM Branded Calling is a service that allows businesses (like yours) to customize up to 32 characters of text on your outbound business calls to let people know who is calling and why when you include the reason for calling in your custom display. With INFORM, your brand can be displayed on devices on all 3 major US carriers and select Canadian subscribers.
Additionally, INFORM also gives you metrics and insights to help you understand why your programs are succeeding or struggling. You get both an additional channel to brand your goods or services, but also valuable intelligence to help you optimize your calling programs.