What Is CNAM (Business Caller ID)?
If your outgoing calls show up as a bare number, the wrong name, or worse, Spam Likely, you are losing answered calls. Here is what CNAM is, why calls get flagged, and how to get your business name showing correctly.
Since 2021, the FCC has required major U.S. voice providers to implement STIR/SHAKEN caller-ID authentication to combat illegally spoofed robocalls.
Source: FCC, Combating Spoofed Robocalls with Caller ID Authentication (STIR/SHAKEN)
What CNAM is
CNAM is the short text label, your business name, tied to your phone number in the carrier databases. When you call, the receiving carrier looks up your number and displays that name. It is separate from the number itself, which is why a correct number can still show the wrong name or none at all.
Why your calls show as spam or unknown
Two things go wrong. One, your CNAM record was never set or is out of date, so no name shows. Two, carrier spam filters flag numbers that look like robocalls, especially newer numbers or ones with low answer rates, and label them Spam Likely. Both are fixable, but they are handled differently.
STIR/SHAKEN and verified calls
STIR/SHAKEN is the industry system that cryptographically signs calls so carriers can confirm the number is not spoofed. Calls that pass often show a Verified or checkmark indicator, and are less likely to be filtered. Making sure your provider signs your calls is now part of keeping your caller ID trusted.
Common questions
Why does my business show up as 'Unknown' or 'Spam Likely'?
Usually your CNAM name was never registered or is outdated (so no name shows), or carrier spam filters have flagged the number. These are separate issues and both can be corrected through your provider.
How do I set my business name on caller ID?
Your phone provider sets your CNAM record so your business name displays on outbound calls. If it is wrong or missing, the provider updates it in the carrier databases.
What is STIR/SHAKEN?
It is a caller-ID authentication system U.S. carriers use to verify that a call really comes from the number shown, cutting down on spoofing. Signed calls are more likely to be trusted and shown as verified.
Can I fix a number that is wrongly flagged as spam?
Yes. A wrongly flagged number can be remediated, by correcting CNAM, ensuring calls are signed with STIR/SHAKEN, and registering the number so carriers treat it as a legitimate business line.
Calls showing as spam or the wrong name? We can help.
We help NYC businesses get their caller ID name showing correctly and their calls verified, so more calls get answered.