Trust Center FAQs

Trust Center: 
Q: Why do I need to register my business in Trust Center? 
Q: When was Stir/Shaken and A2P for 10DLC originally implemented?
A: 2020 and the carrier has been evolving it ever since.
Q: If I'm not making outbound traffic (Voice or SMS) do I still have to register my business?
A: If the Number is only to receive calls/texts, the answer is "No". If the phone number wishes to start making calls/texts then the registration would need to occur. It is recommended that the registration is submitted either way
Q: What happens if we don’t register our business?
A: Outbound activity could be disrupted (Calls and SMS) You will be out of compliance with the FCC (Business portion) and our carrier (Brand and campaign regulations) if you continue to conduct outbound activity.
Q: Once the Business Registration has been submitted, are you able to go into the submission? Are you able to see who submitted it?
A: No, once the submission has been submitted, it can not be accessed and there is no way to see who submitted it until the approval or rejection comes through from the carrier.
Q: How do we know when our Business Registration status has been updated?
A: Whoever was listed as the Authorized Representative in the Business Registration will receive email updates
Q: How long does this process take?
A: Four to six weeks, with Step 1 taking at least five business days and toll-free at least four weeks.
Q: Am I able to submit the Toll-free Registration form while my Business Registration is being reviewed?
A: Yes, you can access the link to the Toll-free form here. Toll-free Registrations are currently taking between 7 and 21 days with registration.
Q: Can I be an Authorized Representative on multiple Sub-accounts?
A: Yes, The Authorized Representative is the person responsible for this Trust Center registration. This person will be the point of contact for CTM and will receive Status update emails.
Q: How many Brands can I register per account?
A: Only one (1) Brand per account.
Q: What campaign type should I choose?
A: Please go to the Cellular Telephone Industries Association (CTIA) to assist with finding the best campaign for your business.
Q: Are my campaign(s) affected if my account balance is negative?
A: Yes, there is a 15-day grace period to get your account balance positive. After 15 days the campaign is deactivated and you will need to recreate it.
Please Note: This is not affected by the three-month minimum paid upfront. any business in the negative will see this occurrence. 
Q: If I have an approved Business Registration but realized they chose the wrong information (in any field), can I edit/update this information?
A: No, the fields can not be edited once approved.
Q: Is there any way to tell when a Trust Center was originally submitted before the most recent update?
A: Not at this time.
Q: I am forwarding Inbound texts from my Tracking Numbers to other phone numbers outside of CallTrackingMetrics, is considered Outbound texting? Do I need to register?
A: Yes, any Outbound texting, even when being forwarded, will need to be registered. If you are doing this, please keep in mind you are liable for the information within those texts being sent.
Q: Are the Fees for Vetting per sub-account or by Agency?
A: They are per sub-account.
Q: How long should I expect this whole process to be completed?
A: While there is no set timeframe of completion for any aspect of the Trust Center, customers who register their Business and Brand should expect anywhere from 4-6 weeks.
If your Trust Center was previously Approved and is now showing a "Validation_Failed" status, please check any required information that needs to be updated in your Business/Contact Information panel. 
Please note: Trust Center is ever-changing and these statuses reflect the most recent updates.


Q: What are the requirements for business registration?


  • Business Name
  • Physical Address (Street, City, State/Province/Region, Postal Code, Country)
  • Business Identity (Direct Customer or ISV/Reseller/Partner)
  • Business Type (Sole Proprietorship/Partnership/Corporation /Co
  • Operative/LLC/Non-Profit)
  • Company Status (Private/Public)
  • Stock Ticker & Exchange (if Public)
  • Business Registration Number & Type (EIN or Tax ID)
  • Industry
  • Website
  • Regions of Operations


A: STIR/SHAKEN is a framework and technology designed to combat illegal caller ID spoofing and enhance the trustworthiness of caller ID information for telephone calls. The terms "STIR" and "SHAKEN" stand for "Secure Telephony Identity Revisited" and "Signature-based Handling of Asserted Information Using toKENs," respectively. They are two components that work together to verify the authenticity of Caller ID information.

Here's how STIR/SHAKEN works:

STIR (Secure Telephony Identity Revisited): STIR is the authentication part of the framework. It verifies the identity of the caller and the integrity of the caller's information. When a call is initiated, the originating service provider attaches a digital "signature" to the caller's identity information, essentially confirming that the information is accurate and hasn't been tampered with.

SHAKEN (Signature-based Handling of Asserted Information Using toKENs): SHAKEN is the authorization part of the framework. It involves the service provider of the recipient verifying the signature attached by the originating provider. This verification process involves using cryptographic "tokens" to ensure that the call's identity information is legitimate and hasn't been altered in transit.

Together, STIR and SHAKEN work to create a system where the caller's identity is verified and authenticated. If a call is spoofed or manipulated in any way, the verification process will detect this, helping to reduce fraudulent and unwanted calls.

The implementation of STIR/SHAKEN aims to:

Reduce Caller ID Spoofing: Caller ID spoofing is a technique used by scammers to falsify the caller's identity, making it appear as though the call is coming from a different number. STIR/SHAKEN helps to verify that the displayed Caller ID is accurate.

Increase Caller Trust: With more reliable Caller ID information, recipients can have greater confidence in the calls they receive, leading to improved call answer rates.

Combat Robocalls and Scams: Many illegal robocalls and scams rely on fake Caller ID information. STIR/SHAKEN can help identify and filter out such calls, making it harder for scammers to deceive recipients.

The implementation of STIR/SHAKEN has been a collaborative effort involving telecommunications providers, regulatory bodies, and technology organizations. It's an important step toward restoring trust in phone calls and reducing the impact of fraudulent and nuisance calls. However, its effectiveness also relies on widespread adoption by service providers across the telecommunications industry.


Q: What is A2P 10DLC? 
A: A2P 10DLC (Application-to-Person 10-Digit Long Code) registration refers to the process of registering and verifying business messaging traffic that uses a standard 10-digit phone number for Application-to-Person communication. This system was introduced to improve the reliability and legitimacy of business-to-consumer communication, particularly in the context of SMS and MMS messages.

Here's a breakdown of the key terms:

A2P (Application-to-Person): This refers to communication between an application (often a business) and an individual person (consumer). A2P messages are commonly used for notifications, alerts, marketing messages, appointment reminders, and more.

10DLC (10-Digit Long Code): This refers to the standard 10-digit phone numbers used for text messaging (SMS) and multimedia messaging (MMS). It's the same type of phone number people use for personal communication, but businesses can also use them for A2P messaging.

The A2P 10DLC registration process involves businesses registering their phone numbers and campaigns with mobile carriers. This helps carriers verify that the messaging traffic coming from these numbers is legitimate and not spam. The registration process typically requires businesses to provide information about their company, use cases for messaging, and other relevant details.

The goals of A2P 10DLC registration include:

Reducing Spam: By vetting businesses and their messaging practices, carriers can reduce the amount of unwanted or unsolicited messages that consumers receive.

Enhancing Deliverability: Registered numbers are more likely to have their messages delivered successfully to recipients' phones, as carriers can identify them as legitimate.

Protecting Consumers: With stricter registration requirements, consumers are less likely to receive fraudulent or malicious messages.

It's worth noting that the specifics of A2P 10DLC registration can vary by country and carrier, as regulations and requirements may differ. If you're a business looking to engage in A2P messaging, it's important to consult with the mobile carriers you plan to use to understand their specific registration process and requirements.

Toll-Free A2P
Q: What is Toll-Free A2P?

A: Toll-free A2P (Application-to-Person) messaging refers to the practice of using toll-free phone numbers for sending automated messages from applications to individuals. Toll-free numbers, which are free for the recipients to call or text, are used by businesses and organizations to provide a convenient way for customers to reach out without incurring any charges.

In the context of A2P messaging, businesses leverage toll-free numbers to send automated messages such as notifications, alerts, marketing campaigns, appointment reminders, and customer support interactions. Toll-free A2P messaging offers several advantages:

Cost-Free for Recipients: When customers receive A2P messages from a toll-free number, they don't have to worry about paying for the incoming messages. This can encourage more engagement and a higher likelihood of recipients reading the messages.

Enhanced Professionalism: Toll-free numbers often carry a sense of legitimacy and professionalism. Using a toll-free number for A2P messaging can make businesses appear more reputable and established.

Higher Open Rates: Messages from toll-free numbers are often perceived as more trustworthy, leading to higher open and read rates compared to messages from unfamiliar numbers.

Compliance and Regulations: Toll-free numbers are subject to certain regulations, such as compliance with the Telephone Consumer Protection Act (TCPA) in the United States. This can provide legal protection and ensure that messaging practices adhere to industry standards.

Multi-Purpose Use: Toll-free A2P messaging can serve a variety of purposes, including marketing promotions, appointment reminders, order confirmations, and customer surveys.

Branding and Recall: Toll-free numbers can be easier to remember than standard phone numbers, making it more likely that customers will recall the number and use it for future communication.

Two-Way Interaction: Many toll-free A2P messaging platforms support two-way communication, allowing customers to respond to messages and engage in conversations with businesses.

It's important to note that while toll-free A2P messaging has its benefits, businesses should still ensure that their messaging practices adhere to best practices and respect customer preferences. Overuse or misuse of any messaging channel, including toll-free A2P messaging, can lead to customer dissatisfaction and potential legal issues.

Q:What is CNAM?
A: CNAM registration refers to the process of registering Caller ID Name (CNAM) information with telecommunications carriers. Caller ID Name is the display name that appears on the recipient's phone when they receive a call or message. It provides context to the recipient about the identity of the caller.

When you receive a phone call or message, your phone's Caller ID feature shows not only the phone number but also the associated name if available. This is especially common for businesses, where you might see the company name alongside the phone number.

CNAM registration involves businesses or individuals providing the carrier with the name that should be associated with their phone number. This is typically done through the carrier's registration process. The carrier then stores this CNAM information in their database. When a call or message is made from a registered number, the carrier uses the CNAM information to display the registered name on the recipient's phone.

For example, if a business registers its phone number with the CNAM "ABC Inc," when that business calls a customer, the customer's phone will display "ABC Inc" along with the phone number, giving the recipient an idea of who is calling.

CNAM registration helps improve the credibility and trustworthiness of calls and messages, as recipients are more likely to answer calls from recognized names rather than unknown or generic numbers. It's also valuable for businesses engaging in telemarketing or customer communication, as it allows them to present a recognizable identity to their customers.

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