BBL: Caller name registration

Caller Name (CNAM) 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 in DialLink.

CNAM (Caller Name) is a caller ID feature used by US carriers. It allows a business name to be displayed alongside a phone number during outbound calls.

CNAM display depends on carrier databases and recipients’ devices, so it may vary across carriers and devices.

CNAM may be displayed when:

Even when these conditions are met, the final display depends on the receiving carrier.

To complete company profile registration, US carriers require businesses to provide basic identity and contact information. This information is used to verify the sender, prevent fraud, and enforce messaging policies.

If your business has a US Employer Identification Number (EIN), provide it in the EIN field during registration. Registering with an EIN typically allows higher messaging limits and greater flexibility when using phone numbers for messaging.

If you do not have an EIN, you can register as a sole proprietor. In this case:

Registration as a sole proprietor is supported by US carriers but is subject to stricter limitations.

You must provide a valid, non-disposable email address. US carriers use this email address to:

The same email address can be used up to 10 times across all registrations.

You must provide a properly formatted phone number. This can be:

This number is used for identity verification and carrier records.

You must also provide a valid US or Canadian mobile number to receive a one-time password (OTP). Requirements:

You may use the same number for both the Phone number and Mobile number fields, as long as it meets all of the requirements above.

You must provide a valid US or Canadian address. Address requirements:

This address is used for carrier verification and compliance purposes.

DialLink allows you to submit a company profile registration through the DialLink interface.

Registering and updating your company profile is free. This applies to both US local and US toll-free numbers.

You can submit your CNAM registration request directly through a form in the DialLink interface. The system guides you step by step through the process.

Select how you use a phone number:

Then confirm whether you have a US or Canadian address and mobile phone number. Your mobile phone number must be provided by a traditional carrier. VoIP numbers are not supported.

You’ll also be asked whether you have a business tax ID number.

Your answers determine which registration flow you’ll follow.

1. Enter business registration details

On the next step you will be asked to provide your business registration details. Select your Business registration ID type (for example, EIN or another applicable identifier). Enter your registration number exactly as it appears in your tax documents.

Example of a registration number in tax documents:

2. Confirm business address from tax documents

Choose an existing address or add a new one. Make sure the address exactly matches your official tax or registration paperwork.

US carriers cross-reference this data with tax agencies. Mismatched information is one of the most common reasons for registration rejection. To avoid rejection, ensure the legal business name and address match exactly with the one in your tax document. Use official documentation to verify accuracy before submission.

Example of a business address in tax documents:

3. Provide additional business information

Select and enter:

This information helps carriers assess your business profile and messaging intent.

If your business doesn’t have a website, provide another verifiable online presence.

4. Add a point of contact

Enter details for the primary contact person:

This person may be contacted if carriers need clarification during the review process.

5. Submit your request

Once all the information is complete, submit your registration request by clicking the Submit button.

1. Enter your personal details

Provide the following information:

The phone number must be a carrier-based US or Canadian mobile number.

VoIP numbers (including DialLink numbers) are not supported.

2. Provide your home address

Сhoose an existing address added to your tenant or add a new one. US and Canadian addresses are accepted. PO boxes are allowed.

Registration may be delayed or rejected if:

If your application is rejected, you can correct the information and resubmit it from your DialLink tenant. Please note that resubmission may incur additional fees outside of DialLink’s control.