CNAM for toll free number SMS

Question

Using Azure communication to send a SMS with my approved toll-free number I purchased thru Azure.

Any time I send a text, it appears as "D&G Limosine Service".

How to address this? The documentation only provides for sending an email to request a change for local phone number.

Answer 1

Hi Brian Scholl,

When sending SMS messages through Azure Communication Services, your toll-free number may show as "D&G Limousine Service" due to carrier records or previous registrations. CNAM (Caller Name Delivery) registration, which allows businesses to set their caller name, is only available for local numbers in the United States and not for toll-free numbers. This means toll-free numbers cannot have a custom display name for SMS or calls. The name appearing on the recipient’s device is likely from outdated carrier records or default settings, not controlled by Azure. Since CNAM registration isn't supported for toll-free numbers, there's no direct way to change how your toll-free number appears when sending SMS.

https://learn.microsoft.com/en-us/azure/communication-services/concepts/telephony/how-to-manage-your-calling-identity

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