Add Support for CNAM Caller ID & Verified SMS Branding for SMS Numbers

[GAce]

Hi HubSpot Product Team,

As an active HubSpot user leveraging the SMS tool for business communications, I'd like to propose an important enhancement that would significantly increase trust and engagement for customers receiving messages from HubSpot-connected numbers.

🚀Feature Request:

Please enable branded sender identification for SMS messaging by supporting:

• CNAM (Caller Name) registration for 10DLC and toll-free numbers
• Verified SMS by Google for eligible Android recipients (business name, logo, and verified badge display)

🧩Why This Matters:

Currently, when SMS messages are sent from HubSpot, recipients see only a plain phone number, with no indication of who is contacting them — unless they have previously saved the number. This leads to:

• Decreased trust (messages feel anonymous or spammy)
• Lower engagement or response rates
• Risk of opt-outs due to lack of brand recognition

Other providers like Twilio, Sinch, and MessageBird offer these capabilities through CNAM or Verified SMS, which allow businesses to:

• Display their company name on incoming messages
• Add logos and verified branding (Android via Verified SMS)
• Enhance deliverability and compliance

Unfortunately, since HubSpot owns the SMS number infrastructure, there is no way to apply these branding tools through third-party services without completely migrating away from HubSpot's SMS system — creating friction and a fragmented experience.

✅Suggested Solution:

• Allow customers to submit CNAM registration details (e.g., business name, EIN, etc.) for their SMS number through HubSpot
• Partner with Google or telecom providers to offer Verified SMS enrollment for eligible business accounts
• Display sender name/logo within the Conversations Inbox UI for visibility and QA

👥Who Benefits:

• All SMS users sending outbound messages via HubSpot
• Marketing, sales, and service teams looking to build trust via mobile communication
• Regulated industries where message legitimacy is critical (finance, healthcare, etc.)

🔐Compliance & Security:

This would also support growing carrier requirements for transparency and deliverability via A2P 10DLC, and could be integrated into the existing SMS registration flow in HubSpot.

Thank you for considering this idea! Adding this feature would help close the gap between HubSpot’s SMS offering and more advanced standalone platforms, while keeping all engagement, automation, and reporting centralized.

Best regards,
Grant

[Jaycee_Lewis]

Hey @GAce 👋 Thanks for your feedback. The best spot for product feedback and improvements is the Ideas Forum. If you make a similar post over there, please add a link here, and I'll be happy to give it an upvote to get things going ✅ — Jaycee

[GAce]

I tried posting it there, but it wouldn't let me