What is CNAM?
CNAM, also known as CallerID Name (or CallerID for short), is the identifier that displays to an end-user when you place a call to their handset, landline, mobile device, etc. It is the technology that allows the device to display your business name and business telephone number to the recipient.
Why is CNAM important?
CNAM allows you to begin to brand your calls to your intended recipients.
Let's say your company name is ABC Pet Store and your telephone number is (123) 456-7890 - without CNAM, the end-user may just see your telephone number. They would have no idea that you are calling in response to their online inquiry regarding puppy training classes. Adding CNAM to your number(s) increases the chances the consumer will answer the call.
How Does it Work?
When you register your CNAM and number(s), Ytel communicates those updates with a national register. This "announcement" informs other telecom providers of the name associated with the number. Those telecom providers, in turn, make that information available to their subscribers/customers. Supported phones, devices, or handsets will then display the name and number.
How to Add CNAM to your Number(s)
Login to the Ytel Universe and navigate to Settings > CNAM Management and then click on "Request new CNAM" and follow the prompts. The maximum length is 15 characters, including spaces, and must begin with a letter. You must use your legal entity name or a registered DBA name. Approval can take up to 4-business days to complete. While the review is in process, the status will display as "Pending".
Once the requested CNAM has been approved, you may then apply the CNAM to your Number Set(s), existing number(s), or to new number(s) you purchase.
When you purchase a new number, a drop-down will be presented allowing you to apply the CNAM.
For existing numbers, navigate to Numbers > Number Sers and select the appropriate set. Click Update and you're all set!
Things to Consider...
- Once Ytel has transmitted your update, it can take up to 30-days (or longer) for other Carriers to update their systems.
- Your CNAM may appear one way on one network, another way on a second, and a completely different way on a third. While consumers may notice little to no difference, businesses may experience a wide range of results across multiple different carriers.
- CNAM is a great way to begin to showcase your brand, though it is not guaranteed to display on all devices, manufacturers, or carriers.
- It is common for older mobile phones, pre-paid service plans, or older operating systems to not display CNAM.
- Many service providers charge an extra monthly fee to their subscribers for CNAM display - those customers may elect not to have the service enabled.
- Carriers perform updates to their internal CNAM according to their own internal policies. There is no global industry standard for how often a CNAM database is updated, refreshed, or maintained.