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Branded Calling: Improve Your Phone Number Reputation

Learn how SHAKEN/STIR, CNAM, and Voice Integrity authenticate calls, display your business name, & strengthen your phone number reputation in GHL Customer Care.

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  1. How SHAKEN/STIR, CNAM, and Voice Integrity Work Together
  2. SHAKEN/STIR Caller Authentication
  3. CNAM Caller-Name Identification
  4. Voice Integrity and Phone Number Reputation
  5. Frequently Asked Questions
  6. Related Articles

Branded calling helps businesses create a more trustworthy outbound calling experience by combining caller authentication, caller-name identification, and phone number reputation management. In GHL Customer Care, SHAKEN/STIR, CNAM, and Voice Integrity each support a different part of this process. Completing the appropriate registrations can help carriers and recipients recognize legitimate business calls, although the exact caller ID display and spam-label status may vary by carrier, device, and analytics provider.

TABLE OF CONTENTS

What is Branded Calling?

Branded calling refers to the combination of trust signals that help carriers and recipients understand who is calling and whether the call is legitimate. Rather than relying on a phone number alone, businesses can use authentication, caller-name registration, and reputation services to create a more recognizable outbound calling identity.

Registration can improve trust signals, but it does not guarantee higher answer rates or prevent future spam labels. Calling behavior, recipient feedback, call volume, and carrier policies continue to affect phone number reputation.

Note: Branded calling does not guarantee that every recipient will see your business name, a trusted-call indicator, or a call without a spam label. Caller ID presentation depends on the recipient’s carrier, device, service plan, contact settings, and caller ID analytics provider.
What is Branded Calling? (image 1 of 4) What this shows Note: Branded calling does not guarantee that every recipient will see your business name, a trusted-call indicator, or a call without a spam label. What this shows Illustrates the "What is Branded Calling?" section of "Branded Calling: Improve Your Phone Number Reputation". This screenshot appears in the "What is Branded Calling?" section of "Branded Calling: Improve Your Phone Number Reputation". The text alongside this image reads: Note: Branded calling does not guarantee that every recipient will see your business name, a trusted-call indicator, or a call without a spam label. Caller ID presentation depends on the recipient’s carrier, device, service plan, contact settings, and caller ID analytics provider. Immediately after, the guide continues: Each branded-calling registration solves a different problem. Understanding these differences helps you choose the correct registration and complete the process in the recommended order. Image 1 of 4 What this coversNote: Branded calling does not guarantee that every recipient will see your business name, a trusted-call indicator, or a call without a spam label. Caller ID presentation depends on the recipient’s carrier, device, service plan, contact settings, and caller ID analytics provider. Next stepEach branded-calling registration solves a different problem. Understanding these differences helps you choose the correct registration and complete the process in the recommended order.

How SHAKEN/STIR, CNAM, and Voice Integrity Work Together

Each branded-calling registration solves a different problem. Understanding these differences helps you choose the correct registration and complete the process in the recommended order.

Trust LayerRegistrationWhat It DoesStatusKey Limitation
AuthenticationSHAKEN/STIRAuthenticates caller ID information and helps verify that the caller is authorized to use the numberRequired before Voice IntegrityDoes not remove nuisance or spam labels
IdentificationCNAMAssociates a U.S. phone number with a registered business or personal nameOptional for Voice Integrity but highly recommendedName display is not guaranteed
ReputationVoice IntegrityRegisters eligible U.S. numbers with First Orion, Hiya, and TNS for reputation reviewRecommended for eligible U.S. numbersReviews and label changes may take time

SHAKEN/STIR Caller Authentication

SHAKEN/STIR provides the authentication foundation for branded calling. It uses digital certificates to help carriers confirm that caller ID information is legitimate and that the caller is authorized to use the phone number.

Note: Businesses without an EIN will not qualify for the documented SHAKEN/STIR and CNAM registration processes. These businesses can review the Free Caller Registry as an alternative way to submit eligible U.S. numbers for reputation consideration.

Learn more: Remediate “Spam Likely” on Your Caller ID Using Free Caller Registry

SHAKEN/STIR can:

  • Authenticate caller ID information.
  • Help prevent caller ID spoofing and fraud.
  • Improve carrier trust in legitimate outbound calls.
  • Make calls more likely to receive a trusted or verified indication, depending on the receiving carrier.
  • Support Voice Integrity eligibility.

SHAKEN/STIR does not remove nuisance or spam labels. A phone number can be authenticated and still be labeled based on call patterns, complaints, analytics-provider data, or previous activity.

Note: Eligible phone numbers associated with qualifying A2P registrations may be enrolled automatically, while other users can register through the Trust Center.

Learn more: What is SHAKEN/STIR?
SHAKEN/STIR Caller Authentication (image 2 of 4) What this shows Note: Eligible phone numbers associated with qualifying A2P registrations may be enrolled automatically, while other users can register… What this shows Illustrates the "SHAKEN/STIR Caller Authentication" section of "Branded Calling: Improve Your Phone Number Reputation". This screenshot appears in the "SHAKEN/STIR Caller Authentication" section of "Branded Calling: Improve Your Phone Number Reputation". The text alongside this image reads: Note: Eligible phone numbers associated with qualifying A2P registrations may be enrolled automatically, while other users can register through the Trust Center. Learn more: What is SHAKEN/STIR? Immediately after, the guide continues: CNAM helps recipients recognize your calls by associating your U.S. phone number with a registered business or personal name. The receiving carrier may retrieve that name and display it when you place an outbound call. Image 2 of 4 What this coversNote: Eligible phone numbers associated with qualifying A2P registrations may be enrolled automatically, while other users can register through the Trust Center. Learn more: What is SHAKEN/STIR?
Buttons and menus referenced withoutEINnotqualifySHAKENSTIRCNAMregistration
Next stepCNAM helps recipients recognize your calls by associating your U.S. phone number with a registered business or personal name. The receiving carrier may retrieve that name and display it when you place an outbound call.
All 5 steps in this procedure
  1. Authenticate caller ID information.
  2. Help prevent caller ID spoofing and fraud.
  3. Improve carrier trust in legitimate outbound calls.
  4. Make calls more likely to receive a trusted or verified indication, depending on the receiving carrier.
  5. Support Voice Integrity eligibility.

CNAM Caller-Name Identification

CNAM helps recipients recognize your calls by associating your U.S. phone number with a registered business or personal name. The receiving carrier may retrieve that name and display it when you place an outbound call.

CNAM can:

  • Associate your number with a recognizable name.
  • Improve caller recognition.
  • Help contacts identify the business placing the call.
  • Add an identification layer alongside SHAKEN/STIR authentication.

An EIN is required for CNAM registration through the GHL Customer Care Trust Center.

Learn more: What is CNAM?
CNAM Caller-Name Identification (image 3 of 4) What this shows An EIN is required for CNAM registration through the GHL Customer Care Trust Center. What this shows Illustrates the "CNAM Caller-Name Identification" section of "Branded Calling: Improve Your Phone Number Reputation". This screenshot appears in the "CNAM Caller-Name Identification" section of "Branded Calling: Improve Your Phone Number Reputation". The text alongside this image reads: An EIN is required for CNAM registration through the GHL Customer Care Trust Center. Immediately after, the guide continues: Voice Integrity helps eligible businesses submit their U.S. phone numbers to leading caller ID analytics providers. These providers evaluate calling reputation and supply information that carriers and caller ID applications may use when…. Image 3 of 4 What this coversAn EIN is required for CNAM registration through the GHL Customer Care Trust Center.
Buttons and menus referenced EINisrequired
Next stepVoice Integrity helps eligible businesses submit their U.S. phone numbers to leading caller ID analytics providers. These providers evaluate calling reputation and supply information that carriers and caller ID applications may use when deciding whether a call should be labeled.
All 4 steps in this procedure
  1. Associate your number with a recognizable name.
  2. Improve caller recognition.
  3. Help contacts identify the business placing the call.
  4. Add an identification layer alongside SHAKEN/STIR authentication.

Voice Integrity and Phone Number Reputation

Voice Integrity helps eligible businesses submit their U.S. phone numbers to leading caller ID analytics providers. These providers evaluate calling reputation and supply information that carriers and caller ID applications may use when deciding whether a call should be labeled.

Note: SHAKEN/STIR registration must be completed before you can submit a Voice Integrity application. CNAM is optional, but adding an accurate caller name is recommended.

GHL Customer Care submits Voice Integrity registrations to:

  • First Orion
  • Hiya
  • TNS

Voice Integrity can help:

  • Address incorrect “Spam Likely” labels.
  • Repair the reputation of previously flagged numbers.
  • Provide analytics providers with accurate business and calling-use information.
  • Improve the likelihood that legitimate calls reach recipients without an incorrect warning.

Each analytics provider reviews registrations separately. Applications are typically processed within two business days, but spam-label changes may take longer to appear across all networks and platforms.

Learn more: Improve Your Phone Number’s Reputation with Voice Integrity
Voice Integrity and Phone Number Reputation (image 4 of 4) What this shows Learn more: Improve Your Phone Number’s Reputation with Voice Integrity What this shows Illustrates the "Voice Integrity and Phone Number Reputation" section of "Branded Calling: Improve Your Phone Number Reputation". This screenshot appears in the "Voice Integrity and Phone Number Reputation" section of "Branded Calling: Improve Your Phone Number Reputation". The text alongside this image reads: Learn more: Improve Your Phone Number’s Reputation with Voice Integrity. This part of the guide covers 3 fields, listed below. Immediately after, the guide continues: Q: Do I need all three registrations to make branded calls? Image 4 of 4 What this coversLearn more: Improve Your Phone Number’s Reputation with Voice Integrity
Fields in this part of the guide First OrionHiyaTNS
Next stepQ: Do I need all three registrations to make branded calls?
All 3 steps in this procedure
  1. First Orion
  2. Hiya
  3. TNS

Frequently Asked Questions

Q: Do I need all three registrations to make branded calls?

SHAKEN/STIR is required before Voice Integrity can be submitted. CNAM is optional for Voice Integrity but highly recommended. Using all three creates a more complete combination of authentication, identification, and reputation signals.

Q: Will branded calling guarantee that my business name appears?

No. CNAM associates a name with your number, but the receiving carrier and device determine whether that name is displayed.

Q: Is EIN necessary for SHAKEN/STIR and CNAM registrations?

Yes, EIN is mandatory.


Q: Does SHAKEN/STIR remove “Spam Likely” labels?

No. SHAKEN/STIR authenticates caller ID information, but it does not directly remove nuisance or spam labels.

Q: Can I register for Voice Integrity before SHAKEN/STIR is approved?

No. SHAKEN/STIR must be configured before you can complete the Voice Integrity registration.

Q: Is CNAM required for Voice Integrity?

No. CNAM is optional, but it is recommended because an accurate caller name can add another trust signal to your registration.

Q: Can I use Voice Integrity for international phone numbers?

No. Voice Integrity currently supports U.S. phone numbers only.

Q: How quickly will a spam label disappear after Voice Integrity approval?

Voice Integrity applications are typically processed within two business days, but label changes can take longer to propagate across carriers, devices, and caller ID platforms.

Q: What can I do if my business does not have an EIN?

Review the Free Caller Registry as an alternative reputation-remediation option for eligible U.S. numbers. It does not replace SHAKEN/STIR or CNAM.

Q: Can my number be labeled as spam again after registration?

Yes. Carriers and analytics providers continue to evaluate call volume, recipient complaints, engagement, calling patterns, and other reputation signals.

Q: Is verified caller ID the same as SHAKEN/STIR?

No. Selecting or verifying an outbound caller ID determines which approved number is displayed. SHAKEN/STIR separately authenticates your authorization to use that calling number.

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