23.4 CNAM Registration (US Caller ID Name Display)

What it is & Why:

  • CNAM (Calling Name Delivery) allows you to register a specific Caller ID Name (maximum 15 characters) that you would like receiving telephone networks in the US to *potentially* display when you make outbound calls from your LC Phone number(s).
  • Benefit: Displaying your recognizable Agency Name (e.g., "YOUR AGENCY RE") instead of just the phone number or city/state can increase trust and improve call answer rates.

Where to Manage:

Settings → Phone Numbers → Trust Center → CNAM (Voice) tab (or manage per number).

Process:

  1. Submit the desired Caller ID Name (max 15 characters, letters, numbers, spaces only). Choose carefully, as it represents your brand.
  2. Associate the CNAM registration with the specific LC Phone number(s) you want it to apply to.
  3. Approval/Propagation: CNAM information is stored in industry databases. It takes time (days to weeks) for this information to propagate across different carriers' databases.
  4. Fees: CNAM registration often involves small setup and/or recurring monthly fees per number. Check associated costs.
  5. IMPORTANT: Display is NOT Guaranteed. While registration submits your desired name, the receiving carrier ultimately decides whether or not to look up and display the CNAM information to their subscriber. Display rates vary significantly between carriers (mobile vs. landline) and can be inconsistent. CNAM registration *increases the possibility* of your name displaying but does not guarantee it on every call.