Why the cnam database is still relevant in 2022
October 06, 2022 / 0 comments

 

Consumers have zero tolerance for robocalls and other illegitimate contacts from mystery businesses. In fact, 75% of consumers will refuse to answer calls from any number they do not recognize. If the number is labeled “spam” or “potential scam,” you can be certain that even fewer call recipients will answer the phone. They may well block the number by using an app and report it to the carrier or even the FCC. 

Sadly, consumers often block or ignore legitimate calls due to incorrect call flags or the “unknown number” label.  A system meant to protect consumers has prevented some from receiving important information. Medical providers, legal representatives, insurance companies, and legitimate businesses have been unable to reach their clients. 

Although the industry is embracing new ways to ensure reliable caller ID information, such as STIR/SHAKEN regulations and refinements such as SIP 603+, the first step to protecting your caller ID  comes from registering with a CNAM database. 

What Is CNAM?

Caller ID Name (CNAM) is a tried-and-true telephone network method that accurately displays the name and number of the calling party. When you register your numbers with a CNAM, you help ensure that correct data shows up on call recipients’ caller IDs. The names of businesses and individuals will display on the phone so that consumers can make an informed choice about answering the call. Without this registration, consumers may not know who is calling and will probably choose to reject and block the call. CNAMs are not new but are still essential tools for the industry. Your company cannot function effectively without a trusted caller ID.

How Does CNAM Work?

A CNAM database displays must follow specific rules. For instance, they cannot begin with a number. They must start with a letter and can only contain letters, numbers, periods, commas, and spaces. If your insurance company calls, you should see something like “Full Coverage Company” followed by a 10-digit phone number. 

Telephone carriers are responsible for populating one of several authoritative databases with subscriber data. These are known as CNAM repositories and are collectively referred to as the Line Information Database (LIDB). This CNAM process is the first important step toward protecting your company’s phone number identity and reputation. 

CNAM databases are not foolproof. They can be spoofed by scammers and used to take advantage of unwary consumers. You must take other measures along with CNAM registration to protect your phone numbers from illegal activity. But CNAM registration is the best place to start. 

STIR/SHAKEN Effect

In the last few years, STIR/SHAKEN regulations have taken effect and helped reduce the number of robocalls drastically. This framework allows calls placed through “interconnect phone networks” to have their caller IDs authenticated by the originating carriers and other participating carriers before they reach the consumer. It has been largely successful but has some troubling weaknesses. 

Companies have lost business because scammers have spoofed or abused their caller IDs. Some numbers have been wrongly labeled as spam or scam, resulting in carrier flags. Some companies unwittingly bought lists containing flagged numbers. The current system is a complex one that needs fine-tuning to prevent legitimate calls from being blocked. You should not rely solely on this FCC effort to protect your caller ID information. You should continue CNAM registration as the first best step toward thwarting scammers. 

Quality Voice & Data

At Quality Voice & Data, we understand the importance of a CNAM database as part of your outbound call strategy. That is why we provide Trusted Call Completion(R) for call centers, outbound teleservices (sales) organizations, and other legitimate companies that need to contact existing customers or prospects. QVD's customers rely on us to store the CNAM for every phone number they use as Caller ID for outbound calls. This process protects you and your clients from fraudulent callers. 

Carriers will choose to block or label calls they believe to be spam or scam calls due to their caller ID numbers. Fortunately, carriers still look at a number’s registered CNAM as part of their call-blocking and call-labeling algorithms. Registering your numbers with a CNAM may make the difference in consumers accepting or rejecting your legitimate business calls. In today's calling climate, CNAM is essential for call centers of all types.

Learn More

At QVD, we make CNAM database registration part of our service for every customer that buys DIDs from us. Our expert customer service team will ensure that your 15-character CNAM accurately and professionally represents you and your company. Your contact and conversion numbers should rise as a result of our efforts.

For more information on CNAM caller ID protection, contact us today by filling out a brief online form or calling  (888) 656-5111. We are an authorized SHAKEN service provider and knowledgeable about current FCC regulations. 

 

Angela Garfinkel currently serves as Director for Quality Voice & Data. With 30+ years of call center and business process outsourcing experience, Angela provides the QVD team with key insights to support product development, marketing and sales. In addition, Angela teams up with Dean Garfinkel for strategic planning and leadership development. In addition to founding Quality Contact Solutions in 2007, Angela also co-authored an online course for The Direct Marketing Association (DMA) called Teleservices. Angela’s formal educational background includes a Masters in Business Administration and an undergraduate degree in Telecommunications Management from the University of Nebraska.