CNAM (Caller Name) is the name shown next to a calling number in the US and Canada. It is not sent with the call: the receiving carrier looks the number up in a CNAM database. CNAM registration means asking the provider that owns your number to store your business name, up to 15 characters, in those databases.
What is CNAM and how does it work?
When a call arrives, the terminating carrier takes the calling number and queries a CNAM database (a "dip"). The database returns the name stored for that number, and the carrier passes it to the phone. Names are stored by the carrier or VoIP provider that controls the number, in databases that many carriers share or buy access to. Because the name is looked up on the receiving side, you cannot set it per call: the SIP From display name you send is usually ignored by US carriers in favor of the database result.
Caller ID vs CNAM vs ANI: what is the difference?
| Term | What it is | Who sees it |
|---|---|---|
| Caller ID (CLI, CPN) | The calling number sent with the call | The called person |
| CNAM | The name looked up for that number | The called person, if their carrier displays it |
| ANI | The number of the line that originates or pays for the call | Carriers, for billing and routing; toll-free and emergency services |
For how caller ID travels across international routes, see CLI vs non-CLI routes and local CLI.
How do I register CNAM for a business number?
- Check that you own or lease the number from a provider that supports CNAM updates. Ported numbers need the update from the new provider.
- Choose the name: up to 15 characters, letters, digits, spaces and a few punctuation marks. Use your real business name or a clear short form; generic names and city names are often rejected.
- Submit it in your provider's portal or API, or through support. Some providers ask for proof that the name matches your business.
- Wait for the update to spread, then test from phones on several carriers, landline and mobile.
Why does my CNAM not show?
- The receiving carrier does not query the database your provider updated, or uses its own data.
- Mobile networks often show names from their own analytics or a paid caller name feature rather than classic CNAM.
- The phone shows its contact name instead, if the number is saved.
- The call arrived with a different number, because a route changed or dropped the caller ID. See CLI delivery test.
- Old data is cached and has not refreshed yet.
Does CNAM stop spam labels?
No. CNAM shows who you are, but a spam label comes from call analytics, which look at volume, complaints and STIR/SHAKEN attestation. A correct name helps people recognize and answer the call, which helps reputation over time, but it does not override a label. See spam likely on business calls. Newer branded calling services can show a logo and call reason on some mobile networks, using signed call data or carrier partnerships; they also require you to be a verified caller.
CNAM in the USA: what should businesses check?
- Set the same name on every number you call from, so people see one consistent business.
- Update CNAM after porting numbers, because the old provider's entry may stay in place.
- Keep the name close to your registered business name; mismatches can slow approval and confuse analytics firms.
- Register the same numbers with call analytics firms at the same time, since CNAM and spam labels are handled by different systems.
Does CNAM matter for wholesale routes?
Only if the route delivers your number intact. CNAM is attached to the number, so a route that replaces your caller ID, or a non-CLI route, shows a different name or none. Call centers calling the US should buy CLI routes that keep the caller ID and attestation. See call center VoIP routes.
Routes that keep your caller ID
VoIPMatcher sources CLI VoIP termination to the US and other destinations. Request a CLI voice route with the numbers you call from.
Frequently asked questions
How long does CNAM registration take?
Providers usually submit the name within a few business days, but the update then has to spread to the databases that carriers query. Providers commonly quote anything from several days to a few weeks before the name shows consistently. Some carriers cache old names, so test from several networks before you assume it failed.
Can I set CNAM on a toll-free number?
Often not through the usual route. Many VoIP providers do not support CNAM updates on toll-free numbers, and toll-free numbers are handled in a different system from geographic numbers. Ask your toll-free provider what it supports, or use branded calling services for outbound calls from toll-free numbers where available.
Does CNAM work outside the US?
CNAM is a North American system used for US and Canadian numbers. Most other countries do not have a shared caller name database, so the called party sees only the number, or a name from their own contacts or a caller ID app. Some operators offer their own branded calling products.
How much does CNAM cost?
Setting a name on your own number is often free or a small fee per number, depending on the provider. Separately, carriers pay a small fee for each CNAM lookup on incoming calls, which is why some providers charge for CNAM display on inbound calls. Ask your provider about both costs.
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