Your CNAM (Caller Name Presentation) is a legacy technology from the 1990s that allows you to display a caller name, alongside their phone number. So, it positively impacts rates when used correctly. However, because these databases are fragmented and managed independently, data inconsistencies and coverage gaps often occur.

Currently, CNAM is supported only in the United States. That said, CNAM coverage is limited, working reliably in less than 20% of cases. This is why some customers may not always see your business name displayed.

Most Common Reasons

The main reasons why your CNAM might not be displaying are:

• Data inconsistencies: Carriers pull data from one of eight different databases, often choosing the cheapest option. This creates reliability issues, such as outdated or incorrect data being displayed.
• Limited consumer reach: CNAM is widely bundled with landline services, but for mobile phones, it’s often a premium feature. Since most mobile devices already display the contact name saved in the phone, adoption is limited.
• Not all carriers support CNAM. Even if they do, the recipient must have a carrier plan that includes CNAM lookup. As a result, CNAM penetration is less than 20% among mobile users.

So, you might be wondering why bother registering at all? This is a mostly effortless registration; it allows you to auto-register for SHAKEN/STIR, and when supported, it delivers a professional image to customers. Any entity with a valid business registration number is eligible to sign up for CNAM.

📌 Note: Registering for CNAM for a sole proprietor without an EIN is not supported currently.

Setting Your CNAM

To register for CNAM, navigate to your account settings and select the Trust Center tab within the Phone Numbers section.

Before starting the registration process, you will see a disclaimer reminding you of the name display limitations.

When you're auto-registered for SHAKEN/STIR, you'll see a disclaimer on the CNAM registration prompt.

We understand CNAM’s limitations can be annoying, so we're actively working on solutions to make it more reliable and effective. Our goal is to reduce inconsistencies, expand coverage, and give your calls a better chance of being answered. Improving connection rates, one call at a time.

FAQs

Q: How reliable is CNAM today?

A: CNAM coverage is currently limited—working reliably in less than 20% of U.S. cases. This means many recipients may only see your phone number, not your registered name.

Q: Does CNAM work on mobile phones?

A: Not consistently. CNAM is more common on landlines, while on mobile phones, it is often a premium feature. Since most mobile users already see names from their contact list, CNAM adoption among mobile carriers is low.

Q: Can CNAM prevent my calls from being marked as spam or nuisance?

A: No. CNAM only displays your business or personal name. It does not control or influence whether your number gets flagged as spam.