Improve Trust & Call Reputation with CNAM

What is CNAM?

CNAM, or Caller Name, is a 15-character name associated with a phone number that telecommunications providers use to identify callers to call recipients.

When consumers see a caller's name, they're more likely to answer wanted calls and less likely to block or report them as spam. For businesses, this can enhance credibility and brand recognition, which may lead to fewer rejected calls and higher answer rates.

Branded Caller vs. CNAM

Unlike Branded Caller ID, a service businesses pay for, CNAM is free for businesses and is provided to a subset of mobile customers with premium caller ID. With an estimated audience of tens of millions, registering a CNAM may help improve call outcomes across a sizable subset of call recipients.

This service relies on the telephone industry’s line information database (“LIDB”), a shared collection of commercial databases US phone companies use to store and retrieve CNAM data for premium caller ID services.

The Submission Process

If PhoneBurner registers your numbers with CNAM in the LIDB, your name will show for eligible premium caller ID users. 

Proper display depends on registering a name in the LIDB database. Occasionally, it depends on working with a wireless carrier to ensure they are not getting outdated data from a different 

database. Without registration, premium users and others may only see your call's city and state, or even an outdated CNAM.

To register your numbers, PhoneBurner will need:

1. A name to associate with your ARMORⓇ-protected numbers.
   1. Your CNAM can be up to 15 characters
   2. You do not need to use the same name across all numbers
2. If a name is different from the business name on your account, an explanation is required (e.g. Acme hired us to make calls on their behalf)

You can provide us with this information by emailing support@phoneburner.com. 

Once the information is submitted:

1. It typically takes carriers 5-10 business days to reflect the submission
2. The ARMOR team will verify that your name is correctly displayed 
3. In case of any errors, we will engage the product management team at the impacted wireless carrier

CNAM FAQs

Can different numbers have different CNAMs? 
Yes. You can specify a different name for one or more numbers in your account. However, if a name does not match the business name on your account you will need to provide an explanation (e.g. ACME hired us to make calls on their behalf)

Can I change the CNAM I provided for one of my numbers at a later date?  

Yes, however we strongly discourage making regular changes to your numbers, as the process is manual, depends on multi-team support, and can result in delays due to database SLAs. As long as it’s not a regular occurrence we are happy to assist with updates. Feel free to contact support@phoneburner.com to make a change request.

How quickly can I change a CNAM?

It depends on the carrier, but typically 5-10 business days. In some cases, it can take longer.

What if the CNAM does not display correctly?
Reach out to support@phoneburner.com. In case of any errors, we will engage the product management team at the impacted wireless carrier.

Is there a cost for CNAM?

No. CNAM is free, and covers a significant audience of tens of millions of U.S. customers. Wider and more comprehensive coverage is available with a third-party product called Branded Caller ID. PhoneBurner does not offer this service, but if you reach out to our support team, we can recommend a provider.

What if I already pay for Branded Caller ID?

With Branded Caller ID you are less likely to benefit from CNAM. While there may be some devices covered by CNAM and not Branded Caller ID, the audience is likely to be small.

Can you register non-PhoneBurner numbers?

We can only register PhoneBurner/ARMORⓇ-protected numbers on your behalf, however if you email support@phoneburner.com, we can provide you with an email template to use for external numbers. Sending the email to the carrier that provides your number should achieve the same result.

What is the best practice for assigning a CNAM?

CNAMs should be a recognizable label to a call recipient that encourages them to answer your call. If you mention a name in voicemail message deposits, email communications, web forms where a consumer opts in to request your call, and even your own voicemail greeting for call-backs, then the CNAM should provide a consistent reference to that same name on subsequent calls. CNAM can be a personal or business name.

It is mandatory that using a CNAM accurately reflects the business making a call. And if a caller is not authorized to represent a business, then they are not permitted to use a CNAM that resembles that business.

Can you add CNAM to numbers I purchase from PhoneBurner in the future?

Yes. You can follow the same process as outlined in this document.

If CNAM doesn’t improve my call deliverability can I remove it?

Yes. The most common default used by carriers for a number without CNAM is the number along with city and state. You can contact support@phoneburner.com if you wish to remove CNAM from any number(s).