# Does Brand Protection work in real-time?

Impersonation attempts are stopped in real time, businesses can create a profile with the brand keyword or logo, but every subsequent call that happens from that profile will not have the protected asset displayed on the caller ID. For example, if the protected keyword is “Centro”, and profile name is “Rohit Sharma Centro”, then the Caller ID shown would be “Rohit Sharma”, dropping the protected keyword from being displayed. 

However, the activity feed & reported threats are updated within a timeframe of 24 hours .

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