Some ADS-B planes have "No callsign", but if you look 40 miles behind them (in the US) you can often find the plane from FAA data.
Notice the different photos. The ADS-B data has the callsign, so they use a photo of the actual plane. The FAA data does not have the callsign, so is using a generic image of a 737

Notice the different photos. The ADS-B data has the callsign, so they use a photo of the actual plane. The FAA data does not have the callsign, so is using a generic image of a 737