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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 through our Support portal

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Branded Calling vs CNAM overview

There are two ways your business name can appear on outbound calls to the USA. CloudTalk natively supports:
  1. USA CNAM that displays your company name on a best effort basis
  2. 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.

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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.
  1. Outgoing call: The caller’s phone number is transmitted through the network.
  2. CNAM lookup: The receiving carrier performs a CNAM dip (a database query) to find the name linked to the number.
  3. 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.

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How to set up CNAM or Branded Calling

Contact our Numbers team through our Support portal to start the registration Please provide the following when reaching out:
  1. Legal Business Name
  2. Business Address
  3. Business type: sole proprietor, LLC, corporation, non-profit, etc.
  4. Industry
  5. Business registration number and ID type: for USA, EIN or DUNS number required
  6. Regions of operation
  7. Website URL
  8. Authorized Representative / Contact: name, email, business title, phone number
  9. Estimated number of USA calls per month
  10. Company size (number of employees)
  11. 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.
  1. Branded Calling display name: 32-character max
  2. 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.
  3. Use case description: the types of calls you will be making from the number
  4. Use case consent description: how you obtain contact phone numbers and how customers have consented to receive calls from you
  5. Signed Branded Calling LOA: will be sent to you by the CloudTalk Numbers Team
Contact your account manager or contact our Numbers Team through our Support portal 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.

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Processing times and pricing

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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.

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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.

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USA: CloudTalk Branded Calling or Advanced Branded Calling (~70% overall coverage)

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United Kingdom: CloudTalk Branded Calling or Advanced Branded Calling (~83% overall coverage)

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Germany: CloudTalk Branded Calling or Advanced Branded Calling (~76% overall coverage)

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Canada, Australia: Advanced Branded Calling only

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Approximate smartphone coverage by country (Advanced Branded Calling)

Need help or have a question? Just reach out through our Support portal — we’re here for you.