CLI stands for Calling Line Identification: the caller's number. In wholesale voice, the CLI type of a route tells you what the person you call will see on their phone. It is one of the first things a carrier states, and one of the biggest drivers of price and answer rate.
| Route | What the called party sees | Typical use |
|---|---|---|
| CLI | The original caller ID, usually an international number | Conversational and business calls |
| Local CLI | A number from the destination country | Traffic that needs high answer rates |
| Non-CLI (NCLI) | No number, a private number or a random one | Cost sensitive traffic where the caller ID does not matter |
CLI routes
A CLI route passes your caller ID to the destination network unchanged. People are more likely to answer a call when they can see the number, so CLI routes usually have higher answer rates (ASR) and cost more. Some carriers sell "guaranteed CLI" and state the share of calls that arrive with the right number.
Local CLI
With Local CLI the called party sees a number from their own country. Answer rates are often the highest of all, which is why it is requested for sales and support traffic. Ask how the local number is assigned and whether it is allowed for your type of traffic in that country.
Non-CLI routes
Non-CLI routes do not deliver your caller ID. They are cheaper and fine for traffic where the receiver does not need to see who is calling, but answer rates are lower and some destinations restrict them.
Which one to choose
Start from your traffic. If people need to recognise you or call back, ask for CLI or Local CLI. If you only need the call to connect at the lowest cost, non-CLI may be enough. When you request a route on VoIPMatcher, tick every CLI type you can accept: we can then offer more options. Request a CLI route.
Frequently asked questions
What does CLI stand for in telecom?
CLI stands for Calling Line Identification, the number of the person or business making a call. In the US it is usually called caller ID or ANI. In wholesale voice, the CLI type of a route tells you whether that number reaches the called party unchanged, is replaced by a local number, or is not shown.
Why are CLI routes more expensive than non-CLI routes?
CLI routes usually follow official paths to the destination operator, which charge the full termination rate and keep the caller ID intact. Non-CLI routes often use cheaper paths that lose the number along the way. The higher price buys higher answer rates and working callbacks, which often lowers the cost per connected call.
What is a guaranteed CLI route?
A guaranteed CLI route is one where the carrier states the share of calls that will arrive with the correct caller ID, for example a stated percentage per destination. Ask how that share is measured and what happens if delivery falls below it, then confirm it with your own test calls on several operators.
Are non-CLI routes legal?
Non-CLI routes are a normal wholesale product, but legality depends on how the route reaches the destination. Some countries require a valid caller ID on every call or restrict calls without one, and some cheap non-CLI paths end on SIM boxes, which is illegal in many places. Ask how the route is delivered.
Why does my CLI arrive as a different number?
If the called party sees a local number you did not send, a carrier in the chain replaced it, which is acceptable only on a Local CLI route you bought. A number that changes on every call often points to a grey or SIM box route. Test CLI on several operators and ask the supplier how the route is delivered.
Need a route?
Send the destination, route type and target rate. We reply with what we can deliver.