When customers see an unknown number calling, they typically put their guard up—an endless challenge for companies that depend on cold outreach. With the rise of robocalls and spam, it’s critical to verify your phone number with carriers before you engage prospects.
That’s where CNAM (Caller Name) and STIR/SHAKEN (Secure Telephone Identity Revisited/Signature-based Handling of Asserted Information Using Tokens) come in. These systems make sure that companies making and receiving calls are doing legitimate business—not partaking in fraudulent activity.
But what exactly is the difference between CNAM and STIR/SHAKEN? And how do we at Aloware support you in navigating these technologies? Let’s dive in.
Table of Contents
What is CNAM?
CNAM is what carriers use to display the name of the person or business calling—-allowing you to see the caller’s name on your device before answering. This name is typically pulled from a central database, where it’s associated with a phone number.
For businesses, CNAM ensures that your company name displays properly when you call customers. Having this transparency and consistency prevents your outreach from being marked as spam. This is particularly important for companies that rely on outbound calls for customer service, sales, and support.
How does CNAM Work?
When a business places a call, its number is passed through CNAM lookup systems that match it with a name. If a match is found, that name appears on the recipient’s caller ID.
If no match is found, the caller ID will only display the phone number or an anonymous label. CNAM services typically store and manage these records, which you can update to reflect company changes like rebranding or relocation.
Need help navigating CNAM? Schedule a demo with us.
What is STIR/SHAKEN?
STIR/SHAKEN is a much newer and more complex technology aimed at combating call spoofing and robocalling. The U.S. Federal Communications Commission (FCC) implemented this initiative in 2021 to help verify that callers are indeed who they claim to be.
While CNAM is about displaying a name, STIR/SHAKEN is about verifying the legitimacy of a call before it even reaches a device. Digital certificates and tokens authenticate the calling party’s identity and check for spoofing alterations. Spoofing is the practice of changing caller ID information to make calls appear to originate from a trusted source—when they’re actually coming from scammers.
How does STIR/SHAKEN work?
The STIR/SHAKEN protocol works through a process of signing and verifying calls. When a call starts, the originating carrier signs it with a cryptographic certificate that proves legitimacy. This signature then passes through the network, and each additional carrier verifies it to prove it hasn’t been tampered with.
If the call passes these checks, its routing proceeds normally—but if it fails, it may be blocked or flagged as suspicious.
The STIR/SHAKEN system classifies calls into three levels of attestation:
- A-level (full attestation): The call is from a verified number, and the caller has the right to use it.
- B-level (partial attestation): The call is from a verified number, but the carrier cannot fully verify the caller’s identity.
- C-level (misleading or spoofed): The call is likely spoofed or the caller is using a number without permission.
STIR/SHAKEN getting you shaken up? We’ve got you covered—schedule a demo with us.
Differences between CNAM and STIR/SHAKEN
Although both CNAM and STIR/SHAKEN are important for mitigating fraud, they differ in scope and application as follows:
- Purpose: CNAM focuses on displaying names associated with phone numbers so consumers can understand their identities. In contrast, STIR/SHAKEN verifies the authenticity of calls themselves, ensuring they haven’t been spoofed.
- Technology: CNAM uses a simple database lookup to display a caller’s name, while STIR/SHAKEN relies on cryptographic tokens and digital signatures to authenticate calls at a much deeper technical level.
- Business impact: CNAM helps businesses guarantee that their name appears correctly when they make outbound calls, improving customer trust. STIR/SHAKEN, on the other hand, helps prevent scammers from stealing companies’ identities— and prevent carriers from flagging or blocking legitimate calls in error.
How Aloware supports CNAM and STIR/SHAKEN
As the leading, compliant, AI-driven cloud contact center, Aloware helps you easily navigate both the CNAM and STIR/SHAKEN systems. Here’s how we support companies in using these technologies effectively:
1. CNAM configuration and management
We simplify managing CNAM records so you can boost answer rates and improve outbound outreach. Customers who recognize your business name on their devices are much more likely to pick up your call and engage your reps in conversation. With our user-friendly interface for configuring and updating CNAM information, we keep your record-keeping process straightforward.
2. STIR/SHAKEN compliance
Similarly, we provide digital certificates for STIR/SHAKEN compliance, which allows your business to “sign” calls correctly and pass authentication checks. This ensures you don’t have to stress about carriers marking your outbound calls as fraudulent—and protects you from being spoofed by scammers.
If all of this seems like a lot to digest, don’t worry—telecom compliance is a complex beast. That’s why we specialize in simplifying the process for you and guiding you through it every step of the way. Your business can use Aloware to make secure, authenticated calls, without needing to fully understand these complex technologies. Our platform does all the heavy lifting, so you can focus on what you do best—connecting with customers and closing deals.
Conclusion
In the fight against robocalls and fraud, CNAM and STIR/SHAKEN are both important weapons. While CNAM helps you ensure your business name appears correctly to customers, STIR/SHAKEN works behind the scenes to validate your calls’ authenticity.
By leveraging both systems, you can improve your company’s outbound communication, build trust with customers, and avoid being flagged as spam.
Ready to make your CNAM and STIR/SHAKEN more manageable? Schedule a demo with us—we’re happy to help.
