Any owner of a US phone number with a YouMail account can now customize their caller ID with the company’s new service, who.youmail.com. The caller ID will appear more like a profile on a social networking site, and that’s how they will appear when they call people or leave them messages. What’s more, users can personalize them using existing Facebook data.  This really lets users establish their “profile” as a brand, unifying it across all the people they make phone calls to.

To personalize a caller ID, provide YouMail with your phone number and you can update it by connecting to Facebook and/or filling out a simple form. After which, the personalized caller ID will appear when you make calls and leave messages.

“It is high time users weren’t pigeonholed by a 15 character name entered within a telco’s database somewhere,” said YouMail CEO Alex Quilici. “Our apps focus on providing visual information, such as a picture and location, and being a one-click gateway to deeper information about the caller, such as where they work, their job title and more. Our http://who.youmail.com website makes it easy for users to get out ahead and control how they appear.”

Currently, YouMail has over 2 million users using YouMail Visual Voicemail Plus and WhoAreYou applications. All in all, the two services cater to 100 million unique callers, handling over 50 million calls on a monthly basis. These users all have ‘Visual Caller ID,” which identifies callers with a name, city/state information, and a representative image, such as a Facebook photo or business logo, even when the calling number is not found in the user’s address book.

YouMail’s new offering has sprung from caller demand. As caller ID becomes community-based, business and consumers should be able to control how they appear in caller IDs with the image they wish to bear. Otherwise, it would be very misleading, since users are allowed to publish information about any phone number into a public directory used by the service, and it’s also what powers Visual Voicemail Plus and WhoAreYou apps that provides information on over 200 million unique number which makes 2 billion searcher per month.

YouMail has been finding new ways to customize the caller experience, taking advantage of social profile and an increasing number of data thanks to this community approach circling smartphones and VoIP services.  Big data is a key component of YouMail’s efforts, enabling more features and products from the company.