CNAM (Caller Name) is the business name that may appear on a recipient’s device when you place an outbound call to a US phone number. This article explains how CNAM works, what affects its display, and what is required to enable it when using DialLink.
What is CNAM?
CNAM (Caller Name) is a caller identification feature used by US carriers. It allows a business name to be displayed alongside a phone number for outbound calls. CNAM display depends on carrier databases and call routing and may vary between carriers and devices.
Important:
CNAM is not guaranteed on every call.
Different carriers may display CNAM differently.
Some devices or apps may ignore CNAM entirely.
When is CNAM displayed?
CNAM may be displayed when:
You place an outbound call from a US phone number.
The recipient’s carrier supports CNAM lookup.
The call is not blocked or flagged as spam.
Even when all requirements are met, CNAM display is determined by the receiving carrier.
Why CNAM requires US carrier registration
US carriers require businesses to complete carrier registration before enabling CNAM. In DialLink, this means:
You must complete A2P 10DLC registration.
Your registration must be approved.
Carrier registration helps verify your business identity, reduce spam and spoofing, and associate your phone numbers with a legitimate sender. Without registration, CNAM cannot be enabled for US numbers.
FAQ
Is CNAM guaranteed after registration?
No. Successful registration:
allows CNAM to be enabled,
makes your business name eligible for carrier lookup.
However, carriers decide whether to display CNAM. CNAM databases may update at different speeds. Also, some carriers prioritize other spam detection signals.
Important. DialLink cannot guarantee CNAM display on every outbound call.
What name is shown for CNAM?
The caller name is derived from the information provided during US carrier registration. Carriers may reject or ignore CNAM values that appear misleading or promotional.
How long does CNAM take to appear?
After registration approval, CNAM propagation may take additional time. Updates depend on carrier databases. It is normal for CNAM to appear on some networks before others.
Why doesn't CNAM appear on outbound calls?
CNAM may not display if:
Carrier registration is still Pending or Rejected.
The receiving carrier does not support CNAM.
The call is flagged as spam.
The recipient uses an app or device that ignores CNAM.