Branded Caller ID with Twilio’s CNAM

Why This Feature Matters

Branded Caller ID (CNAM) improves how your calls appear to leads, which can lead to:

Increased answer rates from unfamiliar numbers
Improved brand recognition and trust
A more professional and consistent caller experience

Step-by-Step Instructions

What Is CNAM?

CNAM stands for Caller ID Name. It allows your outbound calls to display a custom caller name. This name is provided via Twilio and shown when supported by the call recipient’s carrier.

How to Enable Branded Caller ID

Only the Primary Manager can enable this feature.
Go to Dialer Settings within your Sierra account.
Enable the Branded Caller ID (CNAM) option.
Enter your desired caller ID name (must meet character restrictions).
Once submitted, Sierra will send the request to Twilio.
The new Caller ID will begin displaying within 7–10 days (carrier-dependent).

Best Practices

Choose a recognizable, brand-aligned caller ID name.
Keep it concise—15 characters max.
Monitor call activity after enabling to measure answer rate changes.
Educate your team on how this feature works and what to expect.

Troubleshooting Common Issues

Caller ID not showing? It can take up to 10 days for carriers to update.
Incorrect caller name? The display is controlled by the recipient’s carrier—results may vary.
Error enabling feature? Make sure you’re using a Twilio-owned, US-based number and following character guidelines.

FAQs

What is the character limit for my Caller ID name?

15 characters maximum. It must start with a letter and only include letters, numbers, commas, periods, or spaces.

How much does it cost?

$10 per month, covering all active Sierra Dialer numbers on your account.

Can I cancel anytime?

Yes. You can manage this setting in Dialer Settings at any time.