Understanding CNAM (Caller Name Presentation)
What is CNAM?
CNAM, or Caller Name Presentation, is a feature within the U.S. telephone network that links your phone number to a specific business or personal name. When you place outgoing calls, this registered name may appear on the recipient's caller ID display, helping them identify who is calling before they answer.
Why CNAM Matters
Using CNAM offers several key advantages for your business communications:
- Builds Trust: Displaying your business name makes your calls appear more legitimate and professional.
- Increases Answer Rates: People are more likely to answer calls from recognizable names rather than unknown numbers.
- Note on Limitations: CNAM does not remove spam or nuisance labels that may be applied by the recipient's carrier or device. Additionally, the display of your business name is not guaranteed, as it depends on the policies and capabilities of the recipient's telephone carrier.
Requirements for CNAM Registration
To register for CNAM, you must have an Employer Identification Number (EIN). This requirement applies to all businesses, including sole proprietors, as long as they have an EIN.
How to Register or Update Your CNAM
You can manage your CNAM registration directly within your CRM, without needing to contact your telephone carrier. Follow these steps:
- Navigate to your sub-account Settings.
- Select Phone Numbers, then go to the Trust Center.
- Click on the CNAM (voice) option to begin the registration or update process.
Key Benefits of Using CNAM
Feature: CNAM
What It Does: Displays your business name on outgoing calls
Benefit: Improves call recognition and trust, leading to higher answer rates
Remember, while CNAM enhances your caller ID with your business name, it does not eliminate spam labels. For the best results in call authentication and display, use CNAM alongside SHAKEN/STIR protocols. SHAKEN/STIR verifies your caller ID, while CNAM shows your business name.