When you call someone in the US, the name on their screen comes from CNAM (Caller ID Name). CNAM is what makes your call read "Acme Sales" instead of "+1 404 555 0100". Ask K3X support to set the CNAM for a number. Then set realistic expectations, because the recipient's carrier decides what to show.
CNAM data is not sent with the call. When a call comes in:
Your carrier sends the caller ID number to the recipient's carrier.
The recipient's carrier looks that number up in a CNAM database.
The recipient's phone displays whatever name comes back.
So you do not choose what appears on the recipient's phone. Their carrier does. You can register a name, but each carrier decides whether to do the lookup and which database to query. The same call can show your business name on Verizon, a city name on T-Mobile, and nothing on a small carrier.
Ask in the SUPPORT chat or email [email protected] with the number and the name you want. Constraints:
15 characters maximum. "Acme Sales" fits. "Acme Sales Team" does not.
Letters, numbers, spaces and basic punctuation. No emoji.
Must match your business identity. Carriers reject misleading names ("FREE GIFT") and other people's brands.
We submit the record to the major US CNAM database. Propagation takes one to seven days as carriers pull updates on their own schedules. Any registration fee is passed through at cost and confirmed with you before we submit. The name persists until you change it.
T-Mobile largely ignores CNAM and uses its own caller ID systems.
Most mobile carriers do not show CNAM by default. Recipients often need a paid caller ID add-on.
Smartphones override CNAM with their contacts, third-party apps (Truecaller, Hiya) or carrier spam filters.
CNAM is a cheap baseline that helps on the carriers that honor it. For most modern recipients, branded calling and analytics registration matter more.
Branded calling is the modern replacement for CNAM on smartphones. Where CNAM gives 15 characters of text, branded calling can show your full business name, your logo, a verified badge, and on some carriers the reason for the call. If you can only do one, do branded calling on your most important outbound number. Add CNAM for the rest. Both are covered in Why your number says Scam Likely and how to fix it.
When someone in your CRM calls you, the live-call banner shows their record name. For unknown numbers, K3X shows the number and creates a record you can rename after the call.
Nothing changed on the recipient's phone. Propagation is not complete (give it seven days), their carrier does not honor CNAM, a caller ID app is overriding it, or they have you saved under another name. Contacts always win.
The submission was rejected. The name does not match your registered business or hits a restricted-words list. Try a variant closer to your legal name.
The name keeps reverting. Some aggregators serve stale data. Tell support and we will push a refresh.
Why your number says Scam Likely and how to fix it
Buy or port a phone number
The dialer: one-click calls, the live-call banner and audio settings
