Phone System · 1 min read
Best Practices for a Positive Caller Reputation
Why caller reputation matters
Carriers and phone apps work hard to reduce unwanted calls. If your numbers look like spam, your calls may be labeled "Spam Likely" or blocked, and fewer people will answer.
Trust Center tools
In Settings → Phone System → Trust Center you can set up:
- SHAKEN/STIR: authenticates your calls so carriers can show a "Caller Verified" indicator.
- CNAM (Caller ID Name): displays your business name on supported phones. Registering doesn't guarantee the name shows on every carrier.
- Voice Integrity: registers your numbers with carrier analytics to reduce spam labels.
Calling best practices
- Call people who expect your call and have given consent where required.
- Keep a steady, reasonable call volume per number. Avoid bursts of many short calls.
- Avoid rotating many numbers to get around labels; it hurts reputation.
- Call during reasonable local hours.
- Honor do-not-call requests and maintain your internal DNC list.
- Use local numbers that match your customers' area where it makes sense.
- Keep calls meaningful. Very short average call duration is a spam signal.
If a number is flagged
See Why Are My Calls Marked as Spam and Improve Your Number's Reputation With Voice Integrity.