CNAM: Displaying Your Business Name on Caller ID

CNAM (Caller Name Presentation) is what lets a recipient see your business name — instead of just a bare phone number — when you call them from a US number.

Registering

1. Go to Settings > Phone System > Trust Center.
2. Select CNAM (Voice) and start registration.
3. Enter your business details. You'll need an EIN (Employer Identification Number) to register — this applies whether you're a sole proprietor or a larger business.

Why your name might still not show up

CNAM registration is not a guarantee, even after approval. In practice:

• US carriers pull caller-name data from any of several different CNAM databases, and many use the cheapest source available — which can be outdated or simply not include your registration.
• Overall CNAM display reliability across the US is low; a large share of calls never show a registered name at all, regardless of provider.
• On mobile phones, CNAM lookups are often a premium carrier feature that many plans don't include — and since the recipient likely already has you saved as a contact if they know you, carriers have less incentive to support it broadly.

In short: register it because it helps when it works, but don't rely on it as your only reputation fix. Pair it with What Is SHAKEN/STIR? and Voice Integrity — see Caller Reputation & Spam Prevention — for a more complete approach to being recognized as a legitimate caller.