Set up number verification to improve call trust and deliverability

Number verification gives you access to calling features that help improve answer rates, reduce the chance of calls being labeled as spam, and make it easier to gain compliance for phone numbers.

By storing your compliance information as a business profile, and then verifying this identity and your use cases through our calling provider, Twilio, you gain access to a variety of trust products that increase confidence and trust in your HubSpot phone numbers.

Please note: if you're a Super Admin, you can opt your account into the Number Verification beta.

Set up your business profile

To get started, you will need to create a business profile. This serves as the official identity used by HubSpot and Twilio to verify your organization's calling credentials.

1. In your HubSpot account, click the settings icon in the top navigation bar.
2. In the left sidebar menu, navigate to Calling, then select Number Verification.
3. On the Business Profile tab, click Create a profile.
4. Click the checkbox to acknowledge you understand that a business profile represents your company identity, and is necessary to turn on functionality like Caller ID.
5. Fill out your company information, business registration, and point of contact. On the Business registration page:
   • Enter an accurate EIN and company website. Any misinformation results in an instant rejection of your profile submission.
   • You can enter a Caller ID you would like to display on your outbound calls from HubSpot numbers.
6. After all the information is entered, click Submit.

The business profile approval can take 2-3 business days.

Understand Caller ID

Caller ID is displayed only if the recipient has turned on the CNAM feature on their phone through their carrier.

• For landlines, CNAM is turned on by default.
• For mobile phones, most US carriers offer CNAM as an opt-in feature. If the recipient doesn't turn on CNAM for their mobile phone, CNAM won't be displayed even if a CNAM is properly set for the number.
• CNAM currently only works on US phone numbers.
• Caller ID approval can take 2-3 business days, with an additional 2-3 business days for the approved name to update on call carriers.

Understand business profiles

Business profiles represent your organization's core identity. With this data, HubSpot (along with Twilio) verifies your identity. HubSpot also uses this data to manage your compliance across HubSpot services. Solutions like STIR/SHAKEN and voice integrity are unlocked in your approved business profile. These solutions currently only apply to US-based, HubSpot-provided phone numbers. 

• STIR/SHAKEN uses encrypted digital signatures to share information about the caller to each provider along a call's path from caller to recipient, such as the caller's identity and whether the caller has the right to use the phone number they provided as the caller ID.
• Voice Integrity lets you remediate spam labels on your phone numbers and eventually monitor their reputation. These phone numbers will be registered with analytic engines for T-Mobile, Verizon, and AT&T.