User level: Admin
Before you start:
CNAM and Branded Calling registration is available for US local numbers only. USA Toll-Free and international numbers are not eligible for CNAM or Branded Calling registration.
To confirm if your number qualifies, contact our Numbers team at [email protected] before submitting your request.
Branded Calling vs CNAM overview
There are two ways your business name can appear on outbound calls to the USA.
| CNAM | Branded Calling (USA) |
What it is | Legacy system built around landlines | Modern system designed for mobile networks |
How it works | Receiving carriers perform a database lookup ("CNAM dip") | Caller name and brand info sent directly between carriers |
Display reliability | Limited and inconsistent, especially on mobiles | Verifiable display on supported mobile devices |
Cost | Free | Paid — priced per outgoing Branded Call |
Name length | Up to 15 characters | Up to 32 characters |
Setup time | 7–10 business days | ~7 business days registration + up to 48 hrs live |
Best for | Basic business name display on US landlines | Verified branding and higher answer rates on calls to mobiles |
CloudTalk natively supports:
USA CNAM that displays your company name on a best effort basis
USA and UK Branded Calling that displays your company name on calls
CloudTalk also offers Advanced Branded Calling (name + logo + reason for calling) via an external partner (Hiya), available in USA, UK, Canada, Germany, and Australia. Contact your account manager or [email protected], or visit cloudtalk.io/branded-caller-id to learn more.
Feature | CNAM | Branded Calling (name only) | Advanced Branded Calling (name + logo) |
Cost | Free | USA: $0.10/call · UK: £0.12/call | ~$0.11–0.13/call (volume-based) |
Setup time | 7–10 business days | ~7 days registration + up to 48 hrs | Up to 48 hours after account creation |
Countries | USA | USA, UK | USA, UK, Canada, Germany, Australia |
Billed by | — | CloudTalk invoice | Externally via Hiya |
How the CNAM database works
The CNAM (Calling Name) database is a national registry used in the USA to display the caller's name alongside their phone number on Caller ID systems. The name is not transmitted during the call itself; the receiving carrier performs a lookup after seeing the incoming number.
Outgoing call: The caller's phone number is transmitted through the network.
CNAM lookup: The receiving carrier performs a CNAM dip (a database query) to find the name linked to the number.
Caller ID display: The caller's name (up to 15 characters) is shown on the recipient's phone, if available.
Canada note: CNAM is referred to as Caller Name Presentation (CNP) in Canada. CNP is not supported for all Canadian numbers.
How to set up CNAM or Branded Calling
Contact our Numbers team at [email protected] to start registration.
Please provide the following when reaching out:
Legal Business Name
Business Address
Business type: sole proprietor, LLC, corporation, non-profit, etc.
Industry
Business registration number and ID type: for USA, EIN or DUNS number required
Regions of operation
Website URL
Authorized Representative / Contact: name, email, business title, phone number
Estimated number of USA calls per month
Company size (number of employees)
CNAM display name: 15-character max
For Branded Calling, additionally provide:
⚠️ USA Toll-Free numbers are not eligible for Branded Calling. Only US local numbers can be registered.
Branded Calling display name: 32-character max
Numbers to brand: You do not need to brand all your numbers, but all eligible outbound calls from specified numbers will be branded and charged. Note: USA Toll-Free numbers are not eligible.
Use case description: the types of calls you will be making from the number
Use case consent description: how you obtain contact phone numbers and how customers have consented to receive calls from you
Signed Branded Calling LOA: will be sent to you by the CloudTalk Numbers Team
Contact your account manager or [email protected] to discuss USA Branded Calling pricing.
We can use this same information to register your calls for STIR/SHAKEN Verified Calling, which helps prevent spam labelling and call filtering by US operators.
Processing times and pricing
Type | Description | Typical duration | Price per call |
CNAM | Updates in the national database usually take up to 7–10 business days to propagate across all US carriers. Not all carriers refresh at the same time, so your name may appear gradually. | 7–10 business days | Free |
Branded Calling (name only) | Profile registration typically takes ~7 business days. Once approved, it can take up to 48 hours for the name to appear. | ~7 business days + up to 48 hours | USA: $0.10 · UK: £0.12 |
Advanced Branded Calling (name + logo) | Account must be created with Hiya. Self-serve month-to-month plans available; custom annual plans for businesses with 3,000–5,000+ branded calls/month. Display name can be set up after account creation. | Up to 48 hours after account creation | ~$0.11–0.13 (volume & country dependent) |
CNAM limitations
CloudTalk offers CNAM registration free of charge. Delivery is on a best effort basis due to these functional limitations:
Inconsistent delivery: CNAM was developed around landline networks and has limited support on mobile networks. Both you and the person you're calling need compatible systems for the name to display — leading to generic labels like "WIRELESS CALLER" or "UNKNOWN" on many mobile devices.
No direct caller control: Callers cannot directly edit their CNAM entry; all changes must be managed through their service provider.
Not supported on all number types: USA Toll-Free numbers are not eligible for CNAM or Branded Calling registration.
Where does Branded Calling work?
Branded Calling relies on inter-carrier agreements, so coverage varies by country and carrier. Even partial coverage can significantly improve answer rates — studies show up to ~4× improvement.
USA: CloudTalk Branded Calling + Advanced Branded Calling (~70% overall coverage)
Samsung S7+ (all networks) | Verizon (iOS & Android) | T-Mobile (iOS & Android) | AT&T (iOS & Android) |
✓ | ✓ | ✓ | ✗ — expected to fully enter Branded Calling ecosystem in 2026 |
United Kingdom: CloudTalk Branded Calling + Advanced Branded Calling (~83% overall coverage)
Samsung S7+ (all networks) | Virgin Media/O2 (iOS & Android) | BT/EE (iOS & Android) | Vodafone (iOS & Android) |
✓ | ✓ | ✓ | ✓ partial — expected full coverage 2026 |
Canada, Germany, Australia: Advanced Branded Calling only
Country | Overall coverage | Samsung S7+ | Carrier notes |
Canada | ~75% | ✓ | Rogers ✓ · Bell ✓ · Telus ✗ (best effort) |
Germany | ~76% | ✓ | O2 ✓ · Vodafone ✓ · Deutsche Telekom ✗ |
Australia | ~16% | — | Via Hiya partner |
Approximate smartphone coverage by country (Advanced Branded Calling)
Country | Coverage | Country | Coverage |
United Kingdom | 83% | Netherlands | 18% |
Canada | 70% | France | 14% |
Germany | 76% | Chile | 15% |
United States | 64% | Israel | 19% |
Spain | 56% | Austria | 15% |
Australia | 16% | New Zealand | 14% |
Hong Kong | 14% | Hungary | 14% |
Belgium | 14% | Sweden | 14% |
Poland | 13% | Portugal | 13% |
Switzerland | 13% | Italy | 13% |
South Africa | 11% | Brazil | 12% |
Argentina | 11% | Singapore | 11% |
Ireland | 10% |
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Need help or have a question? Just reach out through our Support portal — we’re here for you.