Overview

CNAM (Caller Name Presentation) is a feature that displays your childcare center's name when you call families. When parents see your center's name instead of just a phone number, they're much more likely to answer.

Think of it as caller ID for your business — instead of showing an unknown number, it shows "Little Stars Learning Center" or whatever name you register.

Why CNAM Matters for Childcare Centers

  • Parents recognize your calls immediately — no more ignored calls from "unknown numbers"
  • Builds trust — families know it's their child's center calling
  • Higher answer rates — especially important for urgent updates or tour reminders
  • More professional appearance — reinforces your center's credibility

Important: CNAM doesn't remove spam labels if your number has been flagged. It only displays your business name. For best results, combine CNAM with SHAKEN/STIR authentication.

What You Need to Register

You'll need an EIN (Employer Identification Number) to register for CNAM. This is mandatory whether you're a single-location center or a multi-site operation.

Both sole proprietors and larger childcare businesses with an EIN can register.

How to Register Your Center's Name

You can register your CNAM directly from Enrollio's Trust Center — no need to contact your phone carrier.

  1. Go to Settings → Phone Numbers → Trust Center
  2. Click CNAM (voice)
  3. Click Start Registering
  4. Follow the prompts to submit your business name and EIN

Pro Tip: Use the exact name parents know your center by. If everyone calls you "Sunshine Daycare," register that name instead of your formal LLC name.

What to Expect After Registration

After you register, your business name will begin appearing on outgoing calls. However, keep in mind:

  • Display isn't guaranteed — some carriers may not support CNAM or may have delays
  • It takes time — your name may not appear immediately across all carriers
  • Parent's carrier matters — the family's phone company determines whether CNAM displays

CNAM vs. SHAKEN/STIR: What's the Difference?

These two features work together but serve different purposes:

  • CNAM displays your center's name on caller ID
  • SHAKEN/STIR authenticates that your calls are legitimate (prevents spam labels)

For the best results, register for both. SHAKEN/STIR proves your calls aren't spam, while CNAM shows parents who's calling.

Quick Reference

Feature What It Does Why It Matters
CNAM Displays your center's name on outgoing calls Parents recognize and answer your calls more often
Requirement Valid EIN Proves your business is legitimate
Registration Through Enrollio Trust Center Quick setup, no carrier involvement needed

Related Topics

  • What is SHAKEN/STIR and how does it prevent spam labels?
  • Why doesn't my business name display after CNAM registration?
  • How to improve your phone number's reputation