Call center outbound caller ID and reputation

Take these few steps to set up your call center outbound caller IDs. Make sure you monitor caller ID reputation as well. Very important.

Categorized as Operations Tagged

Here’s how to set up outbound caller ID / CNAM in Amazon Connect

For this, I ended up using TrueCNAM as it was the fastest and the easiest to do.

Head over to

Create an account, upload your phone numbers (yes, all of them), add your caller name (short and long) and submit them.

There’s a verification process… and then, you are done.

It takes a bit of time for this to propagate and just like with the rest of the CNAM services, there’s never a 100% guarantee that this will ever be honored.

How to set up caller ID reputation for your outbound numbers

Hopefully you are doing lots of outbound calling – that’s one reason to use Amazon Connect Contact center.

I recommend that you do NOT dial more than 180 or so calls per number per day (even for marketing).

Carriers do not look kindly at more than 180-200 calls per day per number.

In any case, you always want to monitor the caller ID reputation of your numbers.


Because these days, phone companies are being quite diligent about marking / suggesting calls as “SCAM LIKELY”.

iPhone users even have a function on their phone that sends Unknown callers straight to voicemail.

I recommend that you check twice a day.

For this, you can sign up with or you can use again.

Either way, you will get the SPAMScore of your own numbers.

As soon as you see your phone number showing up higher in spam scores, you need to “release” the number in Amazon Connect Contact center and get another number to do outbound calling.

If you do not do this and are using the same phone number for SMS as well, you just got reported as “SCAM LIKELY” for both phone calls and text messaging !