GoHighLevel SHAKEN/STIR Friendly NameWhat It Is, What to Enter and What Callers See
Trust Center → SHAKEN/STIR
US numbers- Friendly name: your own label
- Shown to the people you call
- Business name on caller ID → CNAM
- Free; approval up to 4 days
- Removes “Spam Likely” on its own
Key facts
SHAKEN/STIR in HighLevel at a glance
Checked October 11, 2026 · HighLevel: What is SHAKEN/STIR?
- Friendly name
- A label for your profile
- Shown on caller ID
- No (that’s CNAM)
- Where
- Settings → Phone Numbers → Trust Center
- Requires
- EIN + business profile
- Cost
- Free
- Approval
- Up to 4 days
- Numbers linked
- Automatically, including new ones
- Removes spam labels
- No
The field
What the SHAKEN/STIR friendly name field is (and what to enter)
It names the registration, not the caller. Nobody you call will ever read it.
What it is
A name for your SHAKEN/STIR profile. HighLevel’s setup notes describe the step as “enter a friendly name for the profile, confirm the authenticity and click Submit”.
Why it exists
So you can tell registrations apart later. Twilio’s Trust Hub form asks for the same thing as a “registration-friendly name”.
What callers see instead
Your number, and your business name only if you register CNAM and their carrier shows it.
Good friendly names
- Acme Plumbing LLC – SHAKEN/STIR
- Bright Smile Dental – main line
- Client: Lakeside Roofing (Austin)
- Your legal name exactly as on the IRS letter, plus a purpose
Avoid
- Slogans or offers, such as “Free quote today”
- Another company’s brand name
- “Test” or anything you won’t recognise in a year
- Expecting it to change what shows on caller ID
Basics
What SHAKEN/STIR does, and what it doesn’t
It’s a caller-authentication framework: carriers sign your calls so the receiving network can trust the number shown.
It does
- Confirm to carriers that you’re allowed to use the number
- Help carriers trust calls from your HighLevel numbers
- Unlock Voice Integrity (it’s a prerequisite)
- Cover every number on the profile, including new ones
It doesn’t
- Show your business name (that’s CNAM)
- Remove “Spam Likely” labels by itself
- Guarantee a “Verified” badge on the recipient’s phone
- Cover text messages (that’s A2P 10DLC)
From HighLevel’s “What is SHAKEN/STIR?” article (modified 9 September 2026). The STIR tokenSTIR token: The signed token attached to a call. It carries the calling number, the called number and the attestation level. holds numbers and an attestation level; a display name only travels via CNAM or Rich Call DataRich Call Data: An extension of the same signing system that can carry a name, logo and call reason. Support depends on carriers and phones..
Jargon
Attestation levels A, B and C
The carrier that signs your call also says how sure it is about you.
| Compare | A: Full | B: Partial | C: Gateway |
|---|---|---|---|
| What the signing carrier knows | |||
| Knows the customer | |||
| Knows they may use this number | |||
| Knows where the call entered its network | |||
| Typical example | |||
| Example | A business calling from its own registered number | An extension behind a company phone system | A call handed over by another provider |
Levels from the STIR/SHAKEN standard. HighLevel doesn’t publish which level each call receives; a registered business calling from its own numbers is what full attestation is designed for.
Big picture
The caller-ID trust stack in HighLevel
Five separate registrations, each doing one job. Most “my calls show as spam” problems come from mixing them up.
| Compare | A2P 10DLC | SHAKEN/STIR | CNAM | Voice Integrity | Free Caller Registry |
|---|---|---|---|---|---|
| What it does | |||||
| Job | Lets you text from US local numbers | Signs your calls | Attaches a name to your number | Asks analytics engines to review spam labels | Same, without an EIN |
| What recipients may see | Texts get delivered | Possibly a “verified” mark | Your business name | Fewer “Spam Likely” labels | Fewer “Spam Likely” labels |
| Requirements | |||||
| EIN needed | Standard brand | ||||
| Must come first | — | Business profile | A2P complete | SHAKEN/STIR | — |
| Cost | Registration + monthly fees | Free | Not stated | Not stated | Free |
| Typical time | Several business days | Up to 4 days | Not stated | ~2 business days | ~4 business days |
From HighLevel’s SHAKEN/STIR, CNAM, Voice Integrity, branded calling and Free Caller Registry articles. A2P fees in our SMS pricing guide; registration steps in SMS marketing.
Setup
How to register SHAKEN/STIR in HighLevel
- Step 1
Finish your business profile
Complete the business details (usually via A2P registration). Qualifying A2P applications may enrol SHAKEN/STIR for you.
- Step 2
Open the Trust Center
Settings → Phone Numbers → Trust Center. Check each number’s SHAKEN/STIR status.
- Step 3
Start the registration
Enter a friendly name for the profile (see above), confirm the details are authentic and submit.
- Step 4
Wait for approval
Up to 4 days. All numbers are then linked automatically, including numbers you buy later.
Have these ready
- An EIN with nine digits, issued more than 15 days ago
- Your exact legal business name (an IRS CP575 letter can auto-fill fields in CNAM)
- A registered street address, not a P.O. box
- A business email on your own domain (personal emails slow approval)
- An authorised representative who can confirm an email code
Your name on calls
Register CNAM: the name callers can actually see
CNAM links your business name to your US number. Supporting carriers show it on incoming calls.
- Step 1
Complete A2P first
HighLevel asks for A2P registration before CNAM.
- Step 2
Trust Center → CNAM (Voice)
Start the CNAM registration for the sub-account.
- Step 3
Business and representative
Enter EIN, legal name, address and an authorised representative (email code).
- Step 4
Choose the display name
Up to 15 characters, starting with a letter. Then accept and submit.
Display name tips
- 15 characters max, including spaces
- Letters, numbers, periods, commas and spaces only
- The name customers know you by, not a city or a generic word
- Truthful: never another company’s name
Why it may not show
- Most US mobile carriers make caller name opt-in
- Changes take a few days to reach every carrier
- Spam-blocking apps can show their own label
- Display is never guaranteed
Process from HighLevel’s CNAM article (modified 7 September 2026); name rules and carrier behaviour from Twilio’s CNAM guide.
Fix it
Calls still showing “Spam Likely”? Fix it in this order
- Step 1
SHAKEN/STIR
Make sure every calling number shows as registered in the Trust Center.
- Step 2
CNAM
Add a recognisable caller name. HighLevel recommends it for reputation.
- Step 3
Voice Integrity
Submit your US numbers to First Orion, Hiya and TNS. Usually 2 business days.
- Step 4
Change calling habits
Steady volumes, one number per purpose, and no repeat calls to people who said no.
Calling habits HighLevel recommends
- Ramp up new campaigns gradually; avoid sudden volume spikes
- Use the same caller ID when you call the same person again
- Don’t use one number for marketing, surveys and support callbacks
- Give people time to answer; avoid silent calls
- Say your business name at the start of every call and voicemail
- Remove disconnected and reassigned numbers from your lists
- Have consent where the law requires it, and honour “stop calling”
From HighLevel’s caller reputation best-practices article (modified 9 October 2026) and Voice Integrity article (modified 11 September 2026). Labels can come back if complaints or volumes spike.
Sole traders
No EIN? What you can and can’t do
- SHAKEN/STIR and CNAM through HighLevel’s documented process
- Free Caller Registry: free, about 4 business days, reaches the engines behind AT&T, T-Mobile and Verizon
- Texting: register A2P as a Sole Proprietor (one number per campaign)
- Good calling habits still work for everyone
- Getting an EIN: the IRS issues them free, and it unlocks the full stack
Free Caller Registry details from HighLevel’s article (modified 13 March 2026).
Troubleshooting
Rejections and common problems
| Compare | Likely cause | Fix |
|---|---|---|
| Registration | ||
| Rejected straight away | EIN under 15 days old | Wait, then resubmit |
| Name mismatch | Legal name differs from IRS records | Copy it exactly from the IRS letter |
| Address rejected | P.O. box used | Use the registered street address |
| Slow approval | Gmail or Yahoo contact email | Use an email on your business domain |
| After approval | ||
| Can’t find the friendly name field | Profile created via A2P | Check number status; you may be done |
| Business name not showing | No CNAM, or mobile opt-in | Register CNAM; test from a landline |
| Still “Spam Likely” | Analytics-engine label | Voice Integrity or Free Caller Registry |
What users ask
SHAKEN/STIR and caller ID questions, answered
“How do I set my caller ID name?”
A common r/gohighlevel question after numbers go live.
Fix The name is CNAM: Trust Center → CNAM (Voice), after A2P. The SHAKEN/STIR friendly name never changes what callers see.
Source: r/gohighlevel: Setting caller ID“How is SHAKEN/STIR not easily defeated?”
A top-ranking r/VOIP thread for the friendly-name search.
Fix It proves a number is authorised, not that a call is wanted. That’s why spam labels from analytics engines still exist, and why Voice Integrity matters.
Source: r/VOIP: SHAKEN/STIR, how is this not easily defeated?“Is STIR/SHAKEN a failure?”
Telecom users debate whether it helps.
Fix On its own it won’t fix answer rates. Treat it as the base layer, then add CNAM, Voice Integrity and good calling habits.
Source: r/VOIP: Is STIR/SHAKEN an abysmal failure?
Expert take
How we set up caller trust for clients
SHAKEN/STIR friendly name FAQ
What is the SHAKEN/STIR friendly name in GoHighLevel?
Does the friendly name show on caller ID?
What should I type in the friendly name field?
What is SHAKEN/STIR?
Is SHAKEN/STIR registration free in HighLevel?
How long does SHAKEN/STIR approval take?
Do I need an EIN for SHAKEN/STIR?
Are my numbers added to SHAKEN/STIR automatically?
Will SHAKEN/STIR remove “Spam Likely” from my calls?
What is the difference between SHAKEN/STIR and CNAM?
How do I get my business name to show when I call?
Why doesn’t my CNAM name show on some phones?
What are SHAKEN/STIR attestation levels A, B and C?
What is Voice Integrity in HighLevel?
What is the Free Caller Registry?
Does SHAKEN/STIR cover text messages?
Does each sub-account need its own registration?
My registration was rejected. What should I check?
Footnotes
- HighLevel help centre: What is SHAKEN/STIR? (modified 9 September 2026), What is CNAM? (7 September 2026), Voice Integrity (11 September 2026), Branded calling (23 July 2026), Free Caller Registry (13 March 2026) and caller reputation best practices (9 October 2026). Checked October 11, 2026. Back to text
- HighLevel changelog, “Register for SHAKEN/STIR to avoid calls being marked as spam” (https://ideas.gohighlevel.com/changelog/register-for-shakenstir-to-avoid-call-being-marked-as-spam): steps, “free of cost”, approval “up to 4 days”, numbers linked automatically. Older entry; the Trust Center layout may have changed. Back to text
- Twilio Trust Hub, SHAKEN/STIR registration (https://www.twilio.com/docs/trust-hub/registrations/shaken-stir): asks for a “registration-friendly name” and a compliance profile. Back to text
- STIR/SHAKEN overview (https://en.wikipedia.org/wiki/STIR/SHAKEN): token contents, attestation levels and the FCC’s 30 June 2021 deadline for large carriers. Back to text
- Twilio, “Brand your calls using CNAM” (https://www.twilio.com/docs/voice/brand-your-calls-using-cnam): 15-character limit, allowed characters, opt-in display on most US mobile carriers. Back to text
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