CNAM (Caller Name)
CNAM (Caller Name) is the database system that associates a phone number with a display name. When you call someone, their carrier looks up your number in the CNAM database and displays the registered name on their screen.Registering your CNAM
Set the caller ID name
Enter your business name in the CNAM / Caller ID Name field. The name must be 15 characters or fewer.
CNAM display is not guaranteed on all carriers. Mobile carriers in the US have inconsistent CNAM support — some display the name, others show only the number. Landline carriers generally have better CNAM support.
SHAKEN/STIR
SHAKEN/STIR is a call authentication framework required by the FCC to combat robocalls and caller ID spoofing.- SHAKEN — Signature-based Handling of Asserted information using toKENs
- STIR — Secure Telephone Identity Revisited
How it works
- When your call is placed, the originating carrier signs the call with a digital certificate
- The certificate includes an attestation level (A, B, or C) indicating how confident the carrier is that you are a legitimate caller
- The terminating carrier verifies the signature and uses the attestation level to determine whether to flag the call
Attestation levels
| Level | Meaning | Result |
|---|---|---|
| A (Full) | Carrier knows the caller and can verify they are authorized to use the number | Best call delivery — least likely to be flagged |
| B (Partial) | Carrier knows the caller but cannot verify the specific number | Moderate trust — may still be flagged by analytics engines |
| C (Gateway) | Carrier received the call from a gateway and cannot verify the caller | Highest risk of being flagged as spam |
Improving your attestation level
- Use phone numbers purchased directly through the HoopAI platform (these receive higher attestation)
- Register your business with the platform’s carrier trust center
- Maintain low complaint rates and answer callbacks promptly
Free Caller Registry
The Free Caller Registry (operated by major analytics vendors) allows businesses to register their phone numbers and provide context about their calling behavior. Registered numbers are less likely to be mislabeled as spam.Visit the registry
Go to the Free Caller Registry website (freecallerregistry.com or similar vendor portals).
Register your numbers
Submit your business phone numbers, business name, industry, and expected calling patterns.
Voice Integrity
Voice Integrity programs (offered by carriers like T-Mobile and AT&T) let businesses register their numbers for branded call display. When registered, your business name and/or logo appears on the recipient’s phone — even on mobile devices that do not support standard CNAM. Contact your phone system provider or HoopAI support for information on enrolling in carrier-specific Voice Integrity programs.Preventing “Spam Likely” labels
Register CNAM for all your numbers
Register CNAM for all your numbers
Unregistered numbers are more likely to be flagged. Register every number you use for outbound calling.
Keep call volume consistent
Keep call volume consistent
Sudden spikes in outbound call volume trigger spam detection algorithms. Ramp up gradually when expanding your calling operations.
Answer callbacks
Answer callbacks
If a contact calls back a number you called from and no one answers, carriers interpret this as a robocall indicator. Ensure all outbound numbers route to an active user or voicemail.
Avoid short-duration calls
Avoid short-duration calls
Making many calls that last under 5 seconds (hangups or unanswered) is a spam signal. Use a power dialer only with verified, high-quality contact lists.
Register with Free Caller Registry
Register with Free Caller Registry
Register your numbers with the Free Caller Registry and carrier Voice Integrity programs.
Monitor your numbers
Monitor your numbers
Periodically call your own numbers from different carriers to check whether they are being flagged. If flagged, dispute the label through the analytics vendor’s portal.
Frequently asked questions
How long does CNAM registration take?
How long does CNAM registration take?
CNAM updates typically propagate within 24-72 hours. Some carriers may take longer to refresh their databases.
Can I display a different name for different campaigns?
Can I display a different name for different campaigns?
CNAM is registered per phone number. To display different names, use different phone numbers for different campaigns.
Why are my calls still showing as Spam Likely after CNAM registration?
Why are my calls still showing as Spam Likely after CNAM registration?
CNAM registration alone does not prevent spam labels. Spam flagging is determined by call analytics engines that consider volume, duration, answer rates, and complaint reports. Follow all the prevention steps above.