CNAM (Caller-ID Name)
CNAM is the human-readable name displayed alongside an inbound caller-ID. It is stored in distributed databases (LIDB) operated by US carriers and is queried at call-setup time, not during the SIP signaling.
How CNAM lookup works
- An inbound call arrives at the terminating carrier with the calling number.
- The carrier queries its CNAM provider (Neustar, BellSouth, Equifax, etc.) for the name registered against that number.
- The result is inserted into the SIP
Fromdisplay name and shown on the recipient's phone.
CNAM lookup costs the terminating carrier ~$0.0025-$0.005 per dip. There is also a CNAM storage service for owners to register their preferred name.
Why CNAM matters
A registered, recognizable CNAM (e.g. 'ACME CORP') dramatically improves answer rates vs an unknown number. It is also a key signal for spam scoring, a number with mismatched CNAM data ('JOHN SMITH' on a number registered to 'ACME CORP') will be flagged.
CNAM exists primarily in NANP (US/Canada). EU/UK/APAC use other display-name mechanisms or just the E.164 number.
CNAM vs branded calling
CNAM is the legacy layer: 15-char ASCII business name, US/CA carrier database, free to display. Branded calling is the modern layer: logo, full business name, reason-for-call, multi-vendor programs (Hiya, First Orion, TNS, Google), paid per call. Most enterprise outbound stacks run both. See the branded calling guide for the full breakdown.
DIDHub CNAM
For US/Canada DIDs, set CNAM via dashboard → Number → CNAM. Propagation: 24-72h to all major LIDB databases.
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