Caller Reputation is currently in early access beta and available only for US local and toll-free numbers.
Overview
Caller Reputation lets you register your business identity with major US carriers so your outbound calls from US local and toll-free numbers are recognized as legitimate. This reduces the chance your calls are flagged as spam or go unanswered. Plivo’s Caller Reputation service is powered by two major caller identification providers:- First Orion — covers T-Mobile subscribers
- Hiya — covers AT&T subscribers
Prerequisites
Before setting up Caller Reputation, you need:- A Plivo account
- One or more US local or toll-free phone numbers rented through Plivo
- Your business details ready:
- EIN (Employer Identification Number)
- Business address
- Business website
- Contact information
How to set up Caller Reputation
Step 1: Create a Business Profile
Create a business profile using the Profile API. This is the same profile used for 10DLC registration. If you already have a profile, you can reuse it. Your profile must include your business name, EIN, address, website, and contact details.Step 2: Enable Caller Reputation on a phone number
Use the Update Account Phone Number endpoint with the following parameters:caller_reputation— set toenabledprofile_uuid— your business profile UUIDcaller_reputation_callback_url— (optional) URL to receive status update notificationscaller_reputation_callback_method— (optional)GETorPOST(default:POST)
Step 3: Confirm activation
Check the registration status by calling the Get Account Phone Number endpoint. Thecaller_reputation_status field shows the current state of the registration.
If you provided a caller_reputation_callback_url, you’ll also receive notifications when the status changes.
Status values
| Status | Description |
|---|---|
PENDING | Registration submitted and being processed by carrier partners |
ACTIVE | Registration complete — your business name displays on outbound calls |
FAILED | Registration was rejected. Check your profile details and retry |
NOT_ENROLLED | The number is not eligible for Caller Reputation |
null | No Caller Reputation registration has been initiated for this number |
Activation can take up to 2 business days after linking a profile to a number. Only one profile can be associated per EIN.
FAQ
Can I use the same profile for multiple numbers? Yes. You can link a single business profile to as many Plivo numbers as you need. All linked numbers will display the same business name. Can I link multiple profiles to one number? No. Each number can only be associated with one business profile at a time. How do I remove Caller Reputation from a number? Use the Update Account Phone Number endpoint and setcaller_reputation to disabled. This de-registers the number from Caller Reputation.
How long does activation take?
Activation typically takes up to 2 business days after linking a profile to a number.
Does Caller Reputation guarantee my calls won’t be flagged as spam?
No. Caller Reputation registers your business identity with supported carrier networks, which helps establish trust. However, call behavior, volume patterns, and recipient feedback can still influence spam classification by carriers and device-level apps.
Error codes
| Error | HTTP Status | Description |
|---|---|---|
invalid_profile_uuid | 400 | The provided profile UUID is invalid or does not exist |
number_not_eligible | 400 | The phone number is not eligible for Caller Reputation (e.g., non-US number or unsupported number type) |
Related resources
- STIR/SHAKEN — Call authentication and attestation
- Verified Caller ID — Verify external numbers for use as caller ID
- Profile API — Create and manage business profiles
- Account Phone Numbers API — Manage your Plivo phone numbers