Three views of one model. The chain of roles; the terminating side, where the MNO chooses build-or-adopt; and a value matrix by entity and go-to-market phase. Hover or tap any role in the diagrams for its definition, examples and what Gated brings it. Stacked boxes show how many of an entity the ecosystem holds.
Three planes overlay the chain. Down the middle, the trust and signalling path. On the right, the voice bearer — carried OSP → terminating operator, bypassing Gated. On the left, settlement — which Gated nets between the terminating operator and the onboarding agent, bypassing the OSP.
Within the Verified Caller regime, the MNO chooses how to present the call: build its own service, or adopt Google MaaP. Both end in the same branded call.
The pull toward build is registry and database control; the adopt-MaaP route removes that burden. The MNO picks either from one Gated integration, and for Google, MaaP revenue extends from messaging into voice.
Phase one proves the verified-caller aggregator with build-own MNOs; phase two forms an RCS-enriched beach-head; phase three takes a production trial to Google. Each cell is the value to that entity in that phase.
| Entity | Phase 1 — prove the VC aggregator | Phase 2 — RCS-enriched beach-head | Phase 3 — Google production trial |
|---|---|---|---|
| OSP / aggregatormany | One API and one charging point to every build-own MNO — no per-operator integration | Same integration extends to the RCS-enriched route as it lights up | Reaches Google MaaP through the same interface — no new build |
| Brand / originatormany | Vetted once, presented as a verified caller across participating MNOs | Verified voice as an easy extension of verified messaging; impersonation risk cut — Nice, Colt, HMRC | Verified logo on voice via MaaP, reusing RCS assets — widest device reach |
| Terminating MNOmany | Build-own Verified Caller on one normalised, OVC-vetted feed; one throat to choke — Vodafone, DT (IE, PT, NL ≈9 mo) | End-to-end control via existing RCS verification; branded calling becomes wholesale revenue — BT/EE, O2 | Adopt MaaP instead of building — choose how much to host |
| Google MaaPone | — | — | MaaP becomes a Verified Caller endpoint; revenue extends messaging → voice; defends vs Meta / WhatsApp |
| Consumerone | A verified, branded call from participating originators | One consistent identity whether a message or a call arrives | Same trusted call screen across MaaP-enabled handsets |
| GSMAone | A concrete first target for OVC in voice; CAMARA / NG.131 alignment | Live cross-operator proof of the OVC model | OVC positioned as the basis for Google and Apple alignment |
| Gatedone | Stands up the neutral north-OSP / south-regime interconnect; four-layer normalisation and settlement | Adds the RCS-enriched regime to the south side | Adds MaaP and a path to BCID / US — the cross-jurisdictional reconciler |
Beach-head: Vodafone is rolling out Branded Calling (Brand Registration and Verified Caller) across EMEA, with IE, PT and NL expected inside ~9 months — the natural phase 1/2 footprint. Build vs adopt: the pull toward proprietary build is registry / database control; the adopt-MaaP route removes it. Settlement: Gated nets directly between the terminating operator and the onboarding agent, bypassing the OSP. Key dependency: the cross-jurisdictional value holds only where recognition across roots of trust (GSMA, CTIA, Google) is negotiated — the governance layer is both the moat and the risk. Live friction: regulatory hurdles in EG and TR.
Hover on desktop · tap on touch devices · keyboard: Tab to a role, then it shows on focus