Phone Number Trust & Reputation

Call analytics providers and carriers analyze call metadata to score the phone numbers used in outbound campaigns. Numbers with low reputation scores often get blocked or flagged as spam before they ever reach the recipient. To help your campaigns connect successfully, we recommend three layers of trust and reputation work:

• Analytics Provider Registration — recommended; you register through a third-party service
• SHAKEN/STIR Protocol — handled automatically by Guava
• Caller ID Name (CNAM) Registration — set up by Guava on request

Analytics Provider Registration

Call analytics providers like Transaction Network Services (used by Verizon), First Orion (used by T-Mobile), and Hiya (used by AT&T) analyze call metadata to give phone numbers reputation scores. These reputation scores provide carriers with a probability of the call being spam or fraudulent, and carriers will often block phone numbers with low reputation scores from ever reaching the end user. Registering a business' phone numbers with the analytics providers increases their reputation scores and the likelihood of your calls connecting.

This isn't a service Guava provides directly — registration happens between your organization and the analytics providers. We recommend going through Free Caller Registry, which submits your registration to all three major providers at once.

If you'd like, you can attest that you've completed this registration via the Guava Compliance page under the associated Use Case.

SHAKEN/STIR Protocol

SHAKEN (or, Signature-based Handling of Asserted Information Using toKENs) / STIR (or, Secure Telephone Identity Revisited) is a framework of interconnected standards, mandated by the FCC to combat the rise in unwanted robocalls and unlawful caller ID spoofing. When adopted, carriers can present a trust indicator, like "Caller Verified," to recipients' phones. You can think about it like a "handshake" that certifies the caller is known and trusted (similar to TLS handshakes and certificate authorities for websites).

We provide SHAKEN/STIR attestation automatically on all Guava-managed numbers — there's nothing to set up on your end.

Caller ID Name (CNAM) Registration

CNAM is a feature in the United States public telephone network that identifies an incoming caller by a personal or business name associated with the originating phone number. Your CNAM Display Name, typically a person's name or a company's name, will appear on landline phones by default and mobile phones when enabled by the subscriber.

If you'd like CNAM set up for your Guava-managed phone numbers, reach out to your account representative. We'll handle the registration for you — we just need a few details from your side:

• Submit the form for each phone number under Phone Numbers on the Guava Compliance Page.
• If the Caller ID display name doesn't belong to your organization directly, but instead to another organization that has authorized your organization to make outbound calls on its behalf, send your account representative a supporting document (e.g., a signed authorization letter, service agreement, business registration document, or similar) demonstrating that authorization.

Summary