Understanding CNAM (Caller ID)

What is CNAM Caller ID?

CNAM, short for Caller Name, is a legacy feature of the U.S. telephone network introduced in the 1990s. It allows the recipient of a phone call to see a display name (typically a personal or business name) associated with the caller’s phone number.

While it remains common on landlines, its use on mobile phones is limited. See Branded Calling for more information on how modern caller ID solutions improve mobile reach and reliability.

Setting up your CNAM Caller ID

Prerequisite(s)

In order to register your CNAM, you must have completed the following steps:

• Registered for STIR/SHAKEN in the US.
  • This is typically completed during onboarding.
• Completed Voice Integrity setup.

Configuring Caller ID

Please contact our Support team with the following information:

• Short Caller ID which should be displayed.
  • 15 character alphanumeric display name that will show on the consumer device when a call is placed. This name must start with a letter.
  • This should include your business name or another clear indicator of who is making the call.
  • It must be a name that can be associated back to your business or brand. Otherwise, it may be rejected by the carrier.

Carrier Limitations to be aware of

1. Revenue.io and our Carrier Partner can’t guarantee that a Caller ID is displayed. This is the responsibility of the terminating carrier (number being called) which must also support Branded Caller ID. Some carriers either do not support this functionality or do not frequently update their databases.
   • Some call recipients may also use a third party app or service which doesn’t utilize a standardized CNAM database maintained by the major Carrier networks. In these cases, you may need to identify and reach out to these app providers directly to request they update their database.
2. In Canada, Branded Caller ID is not currently supported. The Caller ID will be passed to the terminating carrier via a SIP Header and may be displayed if the terminating carrier supports CNAM. Some routes in service with Canadian carriers rely on legacy hardware which do not support the passthrough of SIP headers.
3. Configuring a Caller ID will not overwrite any “Spam Likely” designation a number has. However it may reduce the chance of your numbers being flagged as spam by making them more recognizable. Learn more: Numbers Displaying as Spam and Maintaining a Positive Caller Reputation.