Help Center

What is Branded Calling?

Branded calling helps businesses build trust with recipients by combining authentication, caller identification, and reputation management. This approach moves beyond relying solely on a phone number to create a recognizable and legitimate calling identity. While these registrations can improve trust signals, they do not guarantee higher answer rates or prevent spam labels, as calling behavior, recipient feedback, and carrier policies also influence reputation.

Note: Branded calling does not ensure every recipient will see your business name, a trusted-call indicator, or avoid spam labels. Caller ID display depends on the recipient’s carrier, device, service plan, contact settings, and analytics provider.

How SHAKEN/STIR, CNAM, and Voice Integrity Work Together

Each branded-calling registration addresses a distinct aspect of call trust. Understanding their roles helps you choose the right registrations and complete them in the recommended order.

SHAKEN/STIR (Authentication): Verifies caller ID legitimacy and authorization. Required before Voice Integrity.
CNAM (Identification): Links your U.S. number to a registered business or personal name. Optional but recommended for Voice Integrity.
Voice Integrity (Reputation): Submits eligible U.S. numbers to analytics providers for reputation review. Recommended after SHAKEN/STIR.

SHAKEN/STIR Caller Authentication

SHAKEN/STIR forms the authentication foundation for branded calling. It uses digital certificates to help carriers confirm caller ID legitimacy and authorization.

Note: Businesses without an EIN may not qualify for SHAKEN/STIR and CNAM registration. They can explore the Free Caller Registry as an alternative for reputation submission.

SHAKEN/STIR can:

Authenticate caller ID information.
Help prevent spoofing and fraud.
Improve carrier trust in legitimate calls.
Support Voice Integrity eligibility.

It does not remove nuisance or spam labels, as numbers can still be flagged based on call patterns or complaints.

Note: Eligible numbers tied to qualifying A2P registrations may enroll automatically; others can register through the Trust Center.

CNAM Caller-Name Identification

CNAM helps recipients recognize your calls by associating your U.S. number with a registered name. Carriers may retrieve and display this name during outbound calls.

CNAM can:

Link your number to a recognizable name.
Improve caller recognition.
Help contacts identify your business.
Complement SHAKEN/STIR authentication.

An EIN is required for CNAM registration through the CRM Trust Center.

Voice Integrity and Phone Number Reputation

Voice Integrity lets eligible businesses submit U.S. numbers to leading caller ID analytics providers for reputation evaluation. These providers supply data carriers and apps may use when labeling calls.

Note: Complete SHAKEN/STIR registration before submitting a Voice Integrity application. CNAM is optional but recommended.

The CRM submits Voice Integrity registrations to First Orion, Hiya, and TNS.

Voice Integrity can help:

Address incorrect "Spam Likely" labels.
Repair reputation for previously flagged numbers.
Provide accurate business and calling-use information.
Improve the chance legitimate calls reach recipients without warnings.

Each provider reviews separately. Applications typically process within two business days, but spam-label changes may take longer to propagate.

Frequently Asked Questions

Do I need all three registrations for branded calls?

SHAKEN/STIR is required before Voice Integrity. CNAM is optional but highly recommended. Using all three creates a comprehensive set of authentication, identification, and reputation signals.

Will branded calling guarantee my business name appears?

No. CNAM associates a name with your number, but the receiving carrier and device determine if it is displayed.

Branded Calling: Improve Your Phone Number Reputation