5 CNAM Caller ID Principles Refreshed for 2022

CNAM Caller ID strategy deserves a periodic refresh, just like the strategy itself needs one from time to time. Here are five principles worth revisiting in 2022.

1. Storage in the National CNAM Database is non-negotiable

Every ten-digit DID must be stored in the National CNAM Database so major carriers like AT&T, Verizon, and T-Mobile can look up the name you want displayed. CNAM complements the Caller ID number itself, and without proper storage, the name simply won't show.

2. Professional consultation improves answer rate

As a premium DID provider, Quality Voice & Data helps customers decide which DIDs to use, in which area codes, how to minimize the odds of blocking or labeling, and what CNAM is likely to perform best. It's also worth answering incoming calls to your Caller ID numbers with a real person rather than an IVR or voicemail box — some callbacks are complaints or DNC requests, but many are legitimate prospects who never pick up outbound calls but will return one from their missed-call list.

3. CNAM fraud is illegal — legitimate CNAM use isn't

CNAM must never be used to defraud, the way scammers falsely display "IRS." It's entirely legal to use your own company or product name, and if you're a BPO or agency calling on behalf of a client, using the client's name or product is acceptable too.

4. Google Verified Calls is reshaping CNAM

Google Verified Calls gave CNAM a major facelift in 2022, available to any Android device user — and it's likely the direction CNAM keeps moving.

5. The labor-cost math still favors premium CNAM

Labor is the largest cost in high-volume outbound calling, typically 50-75% of the hourly cost once benefits and taxes are included. The cost of premium DID numbers with proper CNAM management is tiny compared to the cost of agents dialing without ever reaching anyone — which is why a free Caller ID search report against your current DID list is worth requesting before assuming your current setup is fine.