Recorded live at NRF 2026: Retail's Big Show, this episode of the RETHINK Retail Podcast features Michelle James, Vice President at CTIA, in conversation with Melissa Blassingame, RVP of Partner Alliances at Twilio.

As consumers increasingly ignore unknown calls, this episode explores how Branded Calling ID in retail is helping brands rebuild trust and improve voice engagement.

- Why trust in voice communications is critical for modern retail

- How Branded Calling ID improves answer rates and customer experience

- Real-world retail use cases, including delivery and customer support

- How industry standards and collaboration are restoring trust in voice

🎧 Listen to the episode to learn how Branded Calling ID is bringing trusted voice back to retail.