Help Center

CNAM (Caller ID)

What is CNAM?

CNAM, or Caller ID Name, is a feature within the U.S. telephone network that allows businesses to display a specific name associated with their phone number when making calls. For financial advisory firms, this means that clients can see your firm’s name on their Caller ID, helping build trust and improve answer rates for outbound calls.

How CNAM Works

• Display Name: After your CNAM is approved, the name you’ve set will display as the caller’s name on devices that support CNAM, typically within 48-72 hours after setup.
• Device and Carrier Dependency: CNAM display is dependent on the recipient’s carrier and device. Landlines automatically display CNAM by default, while mobile devices may require the recipient to opt into Caller ID or CNAM services through their carrier.
• Data Updates: Some carriers may have outdated CNAM information, as they need to query the CNAM databases (known as LIDB) regularly. This means that, on occasion, clients might see an old or incorrect name until their carrier updates the data.

Benefits of CNAM for Financial Advisory Firms

Implementing CNAM helps your firm by:
• Building Brand Recognition: Displaying your firm’s name helps clients immediately recognize your call, reinforcing your brand and legitimacy.
• Increasing Call Answer Rates: Clients are more likely to answer calls from a known name, leading to better engagement and reduced missed connections.
• Strengthening Trust: When clients see your firm’s name on their Caller ID, it builds confidence that the call is legitimate and reinforces your firm’s credibility.

How to Set Up CNAM with LeadCenter

To set up CNAM for your firm’s calls, follow these steps:

1. Request CNAM Activation: Contact support@leadcenter.ai to initiate CNAM setup for your firm’s phone numbers. Our team will assist with submitting the request to display your chosen business name.
2. Wait for Approval: Once submitted, CNAM approval may take up to 48-72 hours to propagate across carriers in the U.S.
3. Monitor Call Display: After activation, verify that your CNAM displays correctly on landlines. For mobile devices, note that CNAM may only show if the recipient’s carrier and device support it or if they have opted into Caller ID services.

Tip:

• Carrier Limitations: Not all carriers instantly refresh CNAM data, which may result in outdated information displaying until the carrier performs a database update.
• Mobile Device Opt-In: For mobile devices, many carriers require the recipient to enable CNAM or use a Caller ID app. If a client hasn’t opted into these services, the CNAM may not display, even if set correctly.

For assistance with setting up CNAM or to check the status of your CNAM request, reach out to support@leadcenter.ai. We’re here to help ensure your firm’s name displays correctly and reliably.