Overview
If your calls to parents are being flagged as 'Spam Likely' or 'Scam,' families won't answer—and that means missed tours, delayed enrollments, and frustrated staff. This guide explains why calls get marked as spam and shows you exactly how to fix it.
Why Are Calls Marked as Spam?
Phone carriers and mobile devices use algorithms to detect suspicious calls. When your childcare center's number gets labeled as spam, parents ignore or block your calls, making it nearly impossible to reach them about tours, enrollment updates, or important notifications.
Common Reasons Your Number Gets Flagged:
- High Call Volumes: Making too many calls in a short time triggers spam filters.
- Unfamiliar Numbers: Calls from numbers parents don't recognize or that lack proper caller ID.
- Frequent Complaints: Your number has been reported as spam multiple times.
- Low Engagement: Too many unanswered or rejected calls signals spam behavior.
- Missing Authentication: If your caller ID isn't verified, carriers flag it automatically.
Impact on Your Childcare Business
When your number is flagged, you'll see:
- Missed Connections: Parents ignore calls about tours and enrollment deadlines.
- Damaged Trust: Being labeled as spam creates a negative first impression.
- Blocked Communication: Important updates get filtered out before parents even see them.
How to Prevent Your Calls from Being Marked as Spam
Follow these steps to protect your caller reputation and ensure parents actually answer when you call.
1. Turn On Voice Integrity to Build Trust
Voice Integrity is your best defense against spam labels. This feature registers your U.S.-based phone numbers with major caller ID providers—First Orion, Hiya, and TNS—so parents see your childcare center's name instead of "Spam Likely."
Why Voice Integrity Matters for Childcare Centers
- Fix bad reputations and remove "Spam Likely" labels from legitimate calls
- Increase answer rates—parents pick up when they see your center's verified name
- Build trust with families before they even answer the phone
- Maintain consistent branding through accurate caller ID display
Requirements Before You Start
Make sure you have:
- SHAKEN/STIR Certification (Required): Confirms your calls are legitimate and not spoofed.
- CNAM Registration (Recommended): Displays your business name as the caller ID.
- U.S. Phone Numbers Only: Voice Integrity currently applies only to U.S.-based numbers.
How to Enable Voice Integrity
- Navigate to Settings > Phone Numbers > Trust Center > Voice Integrity
- Fill out the form with your childcare center's business and phone number details
- Submit your application
- Track your application status under "Submitted Applications" in the Trust Center
Timeline: Applications are typically processed within 2 business days. You'll receive confirmation emails from each provider. Note that spam label removal across all platforms can take longer to fully reflect.
2. Register with the Free Caller Registry (U.S. Only)
The Free Caller Registry is an alternative option that doesn't require an EIN (Employer Identification Number). This is a good starting point if you don't have your SHAKEN/STIR certification yet.
Visit the Free Caller Registry website and follow their registration process to add your childcare center's phone numbers.
3. Enable SHAKEN/STIR Authentication (U.S. Only)
SHAKEN/STIR protocols verify your caller ID information and prove your calls are coming from a legitimate source. When a parent receives your call, digital certificates validate your identity automatically.
Note: SHAKEN/STIR won't remove existing nuisance labels, but it may boost answer rates because calls show a "Trusted Call" label. If you've already completed A2P registration in Enrollio, SHAKEN/STIR registration is triggered automatically.
4. Update CNAM (Caller Name Presentation) Information
CNAM displays your childcare center's name on the parent's caller ID screen. When parents see your center's name instead of just a phone number, they're much more likely to answer.
Work with your carrier to register or update your CNAM records. Any business with an EIN—including sole proprietors—can sign up for CNAM.
Note: CNAM won't remove nuisance labels, but accurate caller information significantly enhances answer rates.
5. Contact the Terminating Carrier (For International Numbers)
If you're calling families internationally, there's no centralized system to remove spam labels. Contact the terminating carrier directly in the country you're calling to address spam flags.
6. Consider Replacing the Phone Number
If your number is relatively new, not widely shared with families, or has FTC complaints associated with it, replacing the number might be the fastest solution. This gives you a clean start without the spam history.
Frequently Asked Questions
Will registering my number immediately remove spam labels?
Not necessarily. Registration helps, but it may take time for carriers to update their records across all networks.
Should I register newly acquired numbers?
Yes. Registering new numbers right away can prevent potential spam mislabeling before it starts.
How long does Voice Integrity registration take?
Approval typically takes up to 2 business days.
Is there a cost for Voice Integrity submission?
No, Voice Integrity registration is completely free.
How will phone numbers be linked to the SHAKEN/STIR Profile?
All numbers are linked automatically. Your current phone numbers and any future numbers you add will automatically connect to your registered SHAKEN/STIR profile.
Next Steps
Start by enabling Voice Integrity for all your active phone numbers. This single step will have the biggest impact on your answer rates and help parents recognize your calls as legitimate.
If you run into issues or need help with registration, contact Enrollio support—we're here to make sure parents can reach you and you can reach them.