CNAM lookup API lookup, or Caller ID Name, lets business callers see the name associated with the company they are calling. It’s a key feature that helps build trust, reduce spam calls, and prevent telemarketing scams and other fraudulent activities.
What is a reverse phone number lookup API?
Unlike many other countries, US phone numbers have a specific CNAM (caller ID) record that links the number to a company or individual. The data that forms this CNAM record originates from US telephone carriers, and they submit the information to a collection of CNAM databases known as LIDBs. These LIDBs are used by telecommunication service providers when calling consumers and businesses, and also by online services such as search engines to look up telephone numbers.
The CNAM system isn’t foolproof – since the information in LIDBs comes from many different sources, there’s always the chance of mistakes or even hacks. In addition, the carriers that own a number don’t usually update all of the CNAM records across all of the databases, so their customers are at risk from inaccurate caller information as well.
Plivo allows customers to specify a CNAM for their phone numbers and publishes it to the LIDBs, so that all of our carrier partners report that CNAM when calling your phone number. Having a CNAM will not only improve your business’s credibility with your call recipients, but it can help to increase your caller ID display name and call answer rates as well.