CNAM (Caller Name Delivery) is a telecommunication service that displays the name of the person or business associated with a phone number during an incoming call. It’s commonly used in VoIP systems to help users identify callers and enhance call screening.
Here’s a more detailed explanation:
What it is:
CNAM provides caller ID name information by querying a national or regional CNAM database when a call is received. It works alongside the caller’s phone number to show a display name like “Acme Corp” or “John Smith” before the call is answered.
How it works:
When someone makes a call, their phone number is transmitted through the network. If the receiving system supports CNAM, it performs a database lookup to match the number with a stored name and displays that name on the recipient’s device — assuming the name is registered and allowed to be shown.
Benefits:
- Caller recognition: Know who’s calling before answering — even if they’re not in your contact list.
- Enhanced professionalism: Businesses can display their brand name on outgoing calls.
- Improved trust: Increases the chance of calls being answered when recipients recognize the caller.
- Fraud reduction: Helps users detect spoofed or suspicious calls.
Key components:
- CNAM database: Stores mappings of phone numbers to names, typically managed by telecom carriers.
- VoIP integration: VoIP systems must support CNAM lookups and have access to a CNAM service.
- Caller ID framework: Works in conjunction with STIR/SHAKEN protocols to verify authenticity.
- User display settings: Devices must support caller ID display to show CNAM info.
Why it’s beneficial:
CNAM adds a layer of trust and clarity to VoIP calls, helping users and businesses manage calls more effectively. It’s especially valuable for outbound teams, who can increase answer rates by presenting a verified business name instead of an unknown number.