# What is CNAM?

> Learn what CNAM is, why it matters, and how to register your business name in GHL Customer Care to improve caller recognition and trust on outbound phone calls.

- Source: https://docs.ghlcustomercare.com/docs/phone-system/calling/what-is-cnam
- Section: Phone System / Calling
- Reading time: 6 min
- Images: 8, each explained below
- Modified on Mon, 7 Sep at 12:22 PM

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CNAM (Caller Name Presentation) is a feature in the U.S. public telephone network that associates your phone number with a business or personal name. When you make an outgoing call, this name may be displayed on the recipient’s device. This article explains CNAM requirements, registration steps, and why name display or spam-label removal is not guaranteed.

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**TABLE OF CONTENTS**

-   [What is CNAM?](#what-is-cnam)[](#key-benefits-of-cnam)
-   [Key Benefits of CNAM](#key-benefits-of-cnam)[](#cnam-a2p-shaken-stir-and-voice-integrity)
-   [CNAM, A2P, SHAKEN/STIR, and Voice Integrity](#cnam-a2p-shaken-stir-and-voice-integrity)[](#cnam-registration-requirements)
-   [CNAM Registration Requirements](#cnam-registration-requirements)[](#how-to-register-for-cnam)
-   [How To Register for CNAM](#how-to-register-for-cnam)[](#frequently-asked-questions)
-   [Frequently Asked Questions](#frequently-asked-questions)[](#related-articles)
-   [Related Articles](#related-articles)

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# **What is CNAM?**

CNAM, or Caller Name Presentation, is a feature of the U.S. public telephone network that associates a phone number with a registered business or personal name. It adds an identification layer to outbound calling so recipients may see who is calling instead of only seeing a phone number.

When you make an outbound call, the receiving carrier may retrieve the CNAM information associated with your number and display the registered name on the recipient’s device.

**Important:** CNAM name display is not guaranteed. The recipient’s carrier, device, caller ID service, and other carrier policies can affect whether the registered name appears.

![What is CNAM? (image 1 of 8)](https://s3.amazonaws.com/cdn.freshdesk.com/data/helpdesk/attachments/production/155080303670/original/GjQJyhvn_U71AjV6S1rka5xmvOT_dvryFQ.png)

**What is CNAM? (image 1 of 8)**

This screenshot appears in the "What is CNAM?" section of "What is CNAM?". The text alongside this image reads: Important: CNAM name display is not guaranteed. The recipient’s carrier, device, caller ID service, and other carrier policies can affect whether the registered name appears. Immediately after, the guide continues: Improved caller recognition: Helps recipients identify the business associated with an outbound phone number. Increased trust: A recognizable business name can make legitimate calls easier for recipients to identify. Better answer rates….
- What this covers: Important: CNAM name display is not guaranteed. The recipient’s carrier, device, caller ID service, and other carrier policies can affect whether the registered name appears.
- Next: Improved caller recognition: Helps recipients identify the business associated with an outbound phone number. Increased trust: A recognizable business name can make legitimate calls easier for recipients to identify. Better answer rates: Clear caller identification may increase the likelihood that contacts answer your calls. Consistent business identity: Associates your outbound phone number with the business name submitted during registration.

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## **Key Benefits of CNAM**

-   **Improved caller recognition:** Helps recipients identify the business associated with an outbound phone number.
-   **Increased trust:** A recognizable business name can make legitimate calls easier for recipients to identify.
-   **Better answer rates:** Clear caller identification may increase the likelihood that contacts answer your calls.
-   **Consistent business identity:** Associates your outbound phone number with the business name submitted during registration.

---

## **CNAM, A2P, SHAKEN/STIR, and Voice Integrity**

CNAM is one part of GHL Customer Care’s broader calling trust and compliance tools. Understanding the difference between these registrations helps ensure you use the correct process for your goal.

-   **A2P registration:** Supports compliant business messaging and should be completed before beginning the CNAM registration workflow described below.
-   **CNAM:** Associates your U.S. phone number with a registered business or personal name.
-   **SHAKEN/STIR:** Authenticates caller ID information and helps carriers verify that the caller is authorized to use the number.
-   **Voice Integrity:** Helps eligible U.S. phone numbers address reputation and spam-labeling issues with caller ID analytics providers.

CNAM is a separate registration and does not replace A2P, SHAKEN/STIR, or Voice Integrity.

**Note:** For a broader overview of how these calling tools work together, see [Branded Calling: Improve Your Phone Number Reputation](https://docs.ghlcustomercare.com/docs/phone-system/calling/branded-calling-improve-your-phone-number-reputation).

---

## **CNAM Registration Requirements**

Accurate business information helps carriers and verification systems validate your CNAM registration. Use information that matches your official business records whenever possible.

Before starting CNAM registration, prepare the following:

-   A valid Employer Identification Number (EIN).
-   Your exact legal business name.
-   Business type.
-   Business industry.
-   Business email address.
-   Business website URL.
-   Business region of operations.
-   Registered business address.
-   Contact information for an authorized representative.
-   The business name you want to use as your CNAM display name.

You can also upload your IRS CP575 document in PDF format during registration. GHL Customer Care can use this document to automatically populate information such as your business name, EIN, and address.

**Important registration guidelines:**

-   Enter the legal business name exactly as it appears on your tax documents, including suffixes such as LLC or Inc.
-   The business registration number/EIN must contain nine digits.
-   EINs issued within the last 15 days may be rejected during verification.
-   Use an email address on your business domain when possible. Personal email addresses such as Gmail or Yahoo may result in longer approval times.
-   Do not use a P.O. Box as the street address.
-   For U.S. businesses, the submitted address should match the address shown on the CP575 document.

---

## **How To Register for CNAM**

Completing each registration field accurately helps reduce verification issues and ensures the CNAM record represents the correct business. Follow the Trust Center workflow carefully and make sure your business information matches your official documents.

### **Step 1:** Open CNAM Voice in the Trust Center

1.  Log in to the sub-account.
2.  Go to **Settings**.
    
    
![Step 2 of 7: Go to Settings](https://jumpshare.com/share/0eXtBos4kGkEW9DXMuTm+/Screen+Shot+2026-09-07+at+22.31.29.png)

**Step 2 of 7: Go to Settings**

This screenshot accompanies step 2 of 7 in the "Step 1: Open CNAM Voice in the Trust Center" section of "What is CNAM?". At this point in the walkthrough you go to Settings. For context, this section explains: Log in to the sub-account. Go to Settings. Open Phone System. Go to Trust Center. Confirm that your A2P registration has been completed. Locate CNAM Voice. Click Start Registration. The next step is to open Phone System.
- Where to go: Go to Settings.
- Controls: Settings, Phone System, Trust Center, CNAM Voice, Start Registration
- Next: Open Phone System.

Full procedure:

1. Log in to the sub-account.
2. Go to Settings.  <- this image
3. Open Phone System.
4. Go to Trust Center.
5. Confirm that your A2P registration has been completed.
6. Locate CNAM Voice.
7. Click Start Registration.

    
3.  Open **Phone System**.
4.  Go to **Trust Center**.
    
    
![Step 4 of 7: Go to Trust Center](https://jumpshare.com/share/2FG1DREf2uBLDKSV4sXZ+/Screen+Shot+2026-09-07+at+22.33.40.png)

**Step 4 of 7: Go to Trust Center**

This screenshot accompanies step 4 of 7 in the "Step 1: Open CNAM Voice in the Trust Center" section of "What is CNAM?". At this point in the walkthrough you go to Trust Center. For context, this section explains: Log in to the sub-account. Go to Settings. Open Phone System. Go to Trust Center. Confirm that your A2P registration has been completed. Locate CNAM Voice. Click Start Registration. The next step is to confirm that your A2P registration has been completed.
- Where to go: Go to Trust Center.
- Controls: Trust Center, Settings, Phone System, CNAM Voice, Start Registration
- Next: Confirm that your A2P registration has been completed.

Full procedure:

1. Log in to the sub-account.
2. Go to Settings.
3. Open Phone System.
4. Go to Trust Center.  <- this image
5. Confirm that your A2P registration has been completed.
6. Locate CNAM Voice.
7. Click Start Registration.

    
5.  Confirm that your A2P registration has been completed.
6.  Locate **CNAM Voice**.
7.  Click **Start Registration**.
    
    
![Step 7 of 7: Click Start Registration](https://jumpshare.com/share/m5NMlRorLLZgYhVJWIuF+/Screen+Shot+2026-09-07+at+22.37.44.png)

**Step 7 of 7: Click Start Registration**

This screenshot accompanies step 7 of 7 in the "Step 1: Open CNAM Voice in the Trust Center" section of "What is CNAM?". At this point in the walkthrough you click Start Registration. For context, this section explains: Log in to the sub-account. Go to Settings. Open Phone System. Go to Trust Center. Confirm that your A2P registration has been completed. Locate CNAM Voice. Click Start Registration.
- What to click: Click Start Registration.
- Controls: Start Registration, Settings, Phone System, Trust Center, CNAM Voice

Full procedure:

1. Log in to the sub-account.
2. Go to Settings.
3. Open Phone System.
4. Go to Trust Center.
5. Confirm that your A2P registration has been completed.
6. Locate CNAM Voice.
7. Click Start Registration.  <- this image

    

### **Step 2:** Complete Your Business Details

1.  Upload your **CP575 PDF**, if available, to automatically populate supported business information.
    
    You can also enter the information manually.
    
2.  Enter your **Legal Business Name** exactly as it appears on your tax documentation.
3.  Select your **Business Type**, such as:
    -   Corporation
    -   Limited Liability Company
    -   Sole Proprietorship
    -   Nonprofit Corporation
    -   Partnership
    -   Cooperative
4.  Select your **Business Industry**.
5.  Enter your nine-digit **Business Registration Number/EIN**.
6.  Enter your **Business Email**.
7.  Enter your **Website URL**.
8.  Select your **Business Region of Operations**.
9.  Click **Continue**.
    
    
![Step 9 of 9: Click Continue](https://jumpshare.com/share/tf5LDzO45Xzp95d2Gkeq+/Screen+Shot+2026-09-07+at+22.39.11.png)

**Step 9 of 9: Click Continue**

This screenshot accompanies step 9 of 9 in the "Step 2: Complete Your Business Details" section of "What is CNAM?". At this point in the walkthrough you click Continue. For context, this section explains: Upload your CP575 PDF, if available, to automatically populate supported business information. You can also enter the information manually. Enter your Legal Business Name exactly as it appears on your tax documentation. Select your Business Type, such as: Select your Business Industry. Enter your…. This part of the guide covers 6 fields, listed below.
- What to click: Click Continue.
- Fields: Corporation, Limited Liability Company, Sole Proprietorship, Nonprofit Corporation, Partnership, Cooperative
- Controls: Continue, CP575 PDF, Legal Business Name, Business Type, Business Industry, Business Registration Number/EIN, Business Email, Website URL, Business Region of Operations

Example values (illustrative, not read from the screenshot):

- Limited Liability Company: Northgate Dental

Full procedure:

1. Upload your CP575 PDF, if available, to automatically populate supported business information. You can also enter the information manually.
2. Enter your Legal Business Name exactly as it appears on your tax documentation.
3. Select your Business Type, such as:
4. Select your Business Industry.
5. Enter your nine-digit Business Registration Number/EIN.
6. Enter your Business Email.
7. Enter your Website URL.
8. Select your Business Region of Operations.
9. Click Continue.  <- this image

    

### **Step 3:** Enter Your Business Address

1.  Select the **Country**.
2.  Select the **State or Province**.
3.  Enter the **Street Address**.
4.  Enter the **City**.
5.  Enter the **Postal or ZIP Code**.
6.  Click **Continue**.

**Note:** Do not enter a P.O. Box as the street address. For U.S. businesses, the address should match the address shown on your CP575 documentation.

![Step 3: Enter Your Business Address (image 6 of 8)](https://jumpshare.com/share/DyhNB674Oq2PTPUUMLtw+/Screen+Shot+2026-09-07+at+22.46.27.png)

**Step 3: Enter Your Business Address (image 6 of 8)**

This screenshot appears in the "Step 3: Enter Your Business Address" section of "What is CNAM?". The text alongside this image reads: Note: Do not enter a P.O. Box as the street address. For U.S. businesses, the address should match the address shown on your CP575 documentation. Immediately after, the guide continues: Enter the representative’s First Name. Enter the Last Name. Enter the Email Address. (You need to complete OTP verification for email address validation) Enter the Phone Number. Enter the representative’s Job Position. Click Continue.
- What to fill in: Note: Do not enter a P.O. Box as the street address. For U.S. businesses, the address should match the address shown on your CP575 documentation.
- Controls: Country, State or Province, Street Address, City, Postal or ZIP Code, Continue
- Next: Enter the representative’s First Name. Enter the Last Name. Enter the Email Address. (You need to complete OTP verification for email address validation) Enter the Phone Number. Enter the representative’s Job Position. Click Continue.

Full procedure:

1. Select the Country.
2. Select the State or Province.
3. Enter the Street Address.
4. Enter the City.
5. Enter the Postal or ZIP Code.
6. Click Continue.

### **Step 4:** Add the Authorized Representative

1.  Enter the representative’s **First Name**.
2.  Enter the **Last Name**.
3.  Enter the **Email Address**. (You need to complete OTP verification for email address validation)
4.  Enter the **Phone Number**.
5.  Enter the representative’s **Job Position**.
6.  Click **Continue**.

![Step 4: Add the Authorized Representative (image 7 of 8)](https://jumpshare.com/share/Btc77yxSbLKiEK0FCBE6+/Screen+Shot+2026-09-07+at+22.47.41.png)

**Step 4: Add the Authorized Representative (image 7 of 8)**

This screenshot appears in the "Step 4: Add the Authorized Representative" section of "What is CNAM?". The text alongside this image reads: Enter the representative’s First Name. Enter the Last Name. Enter the Email Address. (You need to complete OTP verification for email address validation) Enter the Phone Number. Enter the representative’s Job Position. Click Continue. Immediately after, the guide continues: The phone numbers associated with the CNAM registration are automatically linked during the registration workflow.
- What to fill in: Enter the representative’s First Name. Enter the Last Name. Enter the Email Address. (You need to complete OTP verification for email address validation) Enter the Phone Number. Enter the representative’s Job Position. Click Continue.
- Controls: First Name, Last Name, Email Address, Phone Number, Job Position, Continue
- Next: The phone numbers associated with the CNAM registration are automatically linked during the registration workflow.

Full procedure:

1. Enter the representative’s First Name.
2. Enter the Last Name.
3. Enter the Email Address. (You need to complete OTP verification for email address validation)
4. Enter the Phone Number.
5. Enter the representative’s Job Position.
6. Click Continue.

### **Step 5:** Complete the CNAM Details

The phone numbers associated with the CNAM registration are automatically linked during the registration workflow.

1.  Enter the **CNAM Display Name** you want associated with your outbound calls.
2.  Review the certification statement.
3.  Check the certification box confirming that:
    -   The associated business profile is the originator of the phone calls.
    -   The submitted display name represents your business.
4.  Click **Submit**.

![Step 5: Complete the CNAM Details (image 8 of 8)](https://jumpshare.com/share/3zqCBCleGvwjUbz6tsga+/Screen+Shot+2026-09-07+at+22.49.42.png)

**Step 5: Complete the CNAM Details (image 8 of 8)**

This screenshot appears in the "Step 5: Complete the CNAM Details" section of "What is CNAM?". The text alongside this image reads: Enter the CNAM Display Name you want associated with your outbound calls. Review the certification statement. Check the certification box confirming that: Click Submit. Immediately after, the guide continues: After submission, the CNAM registration is sent for verification. Once approved, the registered business name may appear when you place outbound calls.
- What to fill in: Enter the CNAM Display Name you want associated with your outbound calls. Review the certification statement. Check the certification box confirming that: Click Submit.
- Controls: CNAM Display Name, Submit
- Next: After submission, the CNAM registration is sent for verification. Once approved, the registered business name may appear when you place outbound calls.

Full procedure:

1. Enter the CNAM Display Name you want associated with your outbound calls.
2. Review the certification statement.
3. Check the certification box confirming that:
4. Click Submit.

### **Step 6:** Wait for Verification

After submission, the CNAM registration is sent for verification. Once approved, the registered business name may appear when you place outbound calls.

Carrier and device behavior can vary, so approval does not guarantee that every recipient will see your business name.

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## **Frequently Asked Questions**

**Q: Does CNAM guarantee that customers will see my business name?**

No. CNAM associates a registered name with your phone number, but the receiving carrier, device, service, and caller ID provider determine whether that name is displayed.

**Q: Does CNAM remove a “Spam Likely” label?**

No. CNAM is used for caller-name identification and does not directly remove spam or nuisance labels. If your number has reputation issues, review GHL Customer Care’s Voice Integrity guidance.

**Q: Is CNAM the same as SHAKEN/STIR?**

No. CNAM associates a name with your phone number, while SHAKEN/STIR authenticates caller ID information and helps carriers verify that the caller is authorized to use the number.

**Q: Do I need an EIN to register for CNAM?**

Yes. An EIN is required for the documented CNAM registration process in GHL Customer Care.

**Q: Can a sole proprietor register for CNAM?**

Yes. A sole proprietor can register if they have the required business registration information, including an EIN.

**Q: What happens if my EIN was recently issued?**

An EIN issued within the last 15 days may be rejected during the registration process because verification systems may not yet recognize the new information.

**Q: Can I use a Gmail or Yahoo email address for registration?**

You can enter the requested business email information, but using an email address associated with your business domain is recommended. Personal email domains may result in longer approval times.

**Q: Why is my business name still not showing after CNAM approval?**

CNAM information is retrieved and displayed by receiving carriers, and not every carrier or device handles CNAM data the same way. Approval therefore does not guarantee that the registered name will appear on every call.

**Q: Should I use CNAM if I already have SHAKEN/STIR?**

Yes, they perform different functions. SHAKEN/STIR authenticates caller information, while CNAM provides caller-name identification.

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### **Related Articles**

-   [Branded Calling: Improve Your Phone Number Reputation](https://docs.ghlcustomercare.com/docs/phone-system/calling/branded-calling-improve-your-phone-number-reputation)
-   [What is SHAKEN/STIR?](https://docs.ghlcustomercare.com/docs/phone-system/calling/what-is-shaken-stir)
-   [Improve Your Phone Number's Reputation with Voice Integrity](https://docs.ghlcustomercare.com/docs/phone-system/phone-numbers/improve-your-phone-number-s-reputation-with-voice-integrity)
-   [Why Are My Calls Marked as Spam, and How Can I Avoid It?](https://docs.ghlcustomercare.com/docs/phone-system/calling/why-are-my-calls-marked-as-spam-and-how-can-i-avoid-it)
-   [Remediate “Spam Likely” on Your Caller ID Using Free Caller Registry](https://docs.ghlcustomercare.com/docs/phone-system/calling/remediate-spam-likely-on-your-caller-id-using-free-caller-registry)
-   Why Doesn't My Business Name Display After CNAM Registration?

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Documentation for GHL Customer Care. Support: support@ghlcustomercare.com