GoHighLevel calls showing Spam Likely: why it happens and how to fix it

When your GoHighLevel calls are showing Spam Likely, HighLevel did not put that label there and cannot simply take it off. HighLevel’s own article is clear that labels and call blocking are applied by the recipient’s carrier, its analytics partners or the recipient. The fix is to prove who you are to those analytics partners — SHAKEN/STIR, CNAM and Voice Integrity in the Trust Center — and then stop the calling habits that got the number flagged.

In this guide I explain who decides the label, how to check which networks are flagging you, the exact registration steps in HighLevel (and the free route if you have no EIN), and the calling limits that keep the label from coming back. It is the same order I work through when I set up LC Phone as part of a GoHighLevel CRM setup. Menu paths are as of October 2026.

Who decides your calls are Spam Likely

Each big US mobile network uses a call-analytics company to score incoming numbers. Twilio lists them as First Orion for T-Mobile, Hiya for AT&T and TNS for Verizon. Their algorithms, Twilio explains, weigh “call durations, answer rates, crowdsourced feedback as well as SHAKEN/STIR attestation levels”.

That is why one number can look fine on a Verizon phone and say Spam Likely on a T-Mobile phone: three companies, three separate scores.

Network	Analytics provider	What to register with
T-Mobile	First Orion	Voice Integrity or Free Caller Registry
AT&T	Hiya	Voice Integrity or Free Caller Registry
Verizon	TNS	Voice Integrity or Free Caller Registry
All networks	SHAKEN/STIR attestation	Trust Center → SHAKEN/STIR

The scoring is strict because the problem is real. Hiya’s State of the Call 2024 found 28% of the 46.75 billion unknown calls it analysed in 2023 were spam or fraud, up from 24% in 2022. A new business number calling people who don’t have it saved is, to these systems, an unknown call.

• 202224%
• 202328%

Hiya’s analysis of unknown calls. The rising share is why carriers label new or unregistered business numbers so readily.

Source: Hiya, State of the Call 2024 press release (March 2024)

1. 1Test on all 3 networksCall AT&T, T-Mobile and Verizon mobiles.
2. 2Complete SHAKEN/STIRTrust Center, with your EIN.
3. 3Register CNAMA 15-character business name.
4. 4Submit Voice IntegrityGoes to First Orion, Hiya and TNS.
5. 5Fix calling habitsFewer repeat and short calls.

Check which networks are flagging you

Don’t guess. Before you change anything, find out where the label shows.

1. Ask three people on AT&T, T-Mobile and Verizon mobiles (staff, friends, family) not to save your number.
2. Call each of them from the GoHighLevel number using the HighLevel dialer, so the call goes out exactly as your sales calls do.
3. Write down what each screen showed: your number only, your business name, “Spam Likely”, “Scam Likely” or “Potential Spam”.
4. Note which numbers in the sub-account you tested. Every number has its own reputation, so test each one you dial from.

If only one network flags you, you still register with all three — Voice Integrity sends to all of them at once — but it tells you which provider to follow up with if the label stays.

Fix 1: complete SHAKEN/STIR in the Trust Center

SHAKEN/STIR is the caller ID authentication framework the FCC requires on IP networks. An “A” attestation tells the receiving network that the provider knows the customer and that the customer is allowed to use the number. It doesn’t remove a label by itself, but it is one of the signals the analytics providers use, and HighLevel requires it before you can apply for Voice Integrity.

You may already have it. Since 23 April 2025, HighLevel registers every number for SHAKEN/STIR automatically when the sub-account registers for A2P 10DLC, and older A2P accounts were rolled in later.

Fix:

1. Open the sub-account and go to Settings → Phone Numbers → Trust Center.
2. Look at the SHAKEN/STIR card. If it shows approved, move on to Fix 2.
3. If not, finish your business registration first — HighLevel asks you to have the Business Registration approved before continuing.
4. Open SHAKEN/STIR, enter the business details exactly as they appear on your EIN paperwork (legal name, EIN, registered address), review and submit.
5. Numbers you buy later should be covered by the same profile — but check each new number’s status, because users on the HighLevel ideas board report new numbers not always being attached automatically.

If your A2P registration was rejected, fix that first; my guide to an A2P 10DLC campaign rejected covers the common reasons.

Fix 2: register CNAM so people see your name

CNAM is the caller name database. Registering it means landline screens, and some mobiles, show your business name instead of a bare number or a city name.

Fix, following HighLevel’s CNAM steps:

1. In Settings → Phone Numbers → Trust Center, open CNAM (voice).
2. Enter the business details: legal name, EIN, business type, industry, email, website and region. You can upload your IRS CP575 letter as a PDF to pre-fill them.
3. Enter the registered street address. Do not use a P.O. Box.
4. Add an authorised representative and verify their email with the one-time code.
5. Enter the display name. Keep it to 15 characters including spaces, letters and numbers only — for example COOPER ROOFING.
6. Review the certification and submit, then wait for verification.

Be realistic about what CNAM does. HighLevel’s changelog says it “does not guarantee display of Business name”, and many mobile users never see caller names unless their carrier turns the feature on.

Fix 3: submit Voice Integrity

Voice Integrity is the step that actually targets the label. HighLevel (through Twilio) sends your business details and phone numbers to First Orion, Hiya and TNS for review. Twilio added Verizon’s provider, so it now covers all three major US networks. It is US traffic only.

Fix, following HighLevel’s Voice Integrity article:

1. If the option is missing, go to Labs and enable Voice Integrity.
2. Go to Settings → Phone Numbers → Trust Center → Voice Integrity.
3. Confirm SHAKEN/STIR is approved (required) and CNAM is submitted (recommended).
4. Select every number you make outbound calls from — not just the flagged one.
5. Describe your calls honestly: who you call, why, and that they asked to hear from you (for example “quote follow-ups for homeowners who requested a roofing estimate”).
6. Submit. Applications are usually processed in about two business days.
7. Re-run the three-network test from the section above after about 10 business days, the longest time HighLevel gives for labels to clear across every provider.

Twilio is explicit that Voice Integrity is not an allowlist: registered numbers can be flagged again if the call patterns look like spam. That is why Fix 5 matters.

Fix 4: no EIN? Use the Free Caller Registry

If you trade as a sole proprietor without an EIN, the Trust Center route is closed, because HighLevel says businesses without an EIN don’t qualify for its SHAKEN/STIR process. HighLevel’s answer is the Free Caller Registry, a free form run by First Orion, Hiya and TNS together.

Fix:

1. Go to freecallerregistry.com and click Register Here.
2. Verify your business email with the code they send.
3. Enter the business name, address, website and a business contact.
4. Add your numbers as 10-digit US numbers with no letters or symbols — up to 20 one by one, or upload a file for more.
5. Submit, and allow up to about 10 business days before testing again. You can resubmit as often as you need.

Fix 5: change the calling habits that got you flagged

Registration tells the providers who you are; your call patterns tell them whether people want your calls. Twilio’s Trust & Engagement Insights dashboard shows the thresholds it treats as risky.

Signal	High risk	Low risk	How to fix it in HighLevel
Answer rate	Below 40%	Above 75%	Only call people who asked; text first to say you’ll call
Short calls (under 10 seconds)	Above 15%	Below 7%	Stop instant hang-ups on voicemail; leave a short message
Calls to invalid numbers	0.5% or more	—	Validate phone numbers on forms before they enter workflows
Repeat calls to one contact	More than 2 a day / 5 a month	Within that	Add waits and attempt limits in call workflows

The repeat-call limit is Twilio’s own example in its caller reputation best practices: “Limit calls to a given number to 2 in a single day and no more than 5 in a month.”

Fix:

1. Open every workflow that dials or queues calls (Automation → Workflows, search for “call”). Add a Wait between attempts and an If/Else on a counter field or tag so nobody is called more than twice a day or five times a month.
2. Send an SMS before the first call — “Hi Sam, it’s Cooper Roofing, I’ll call you in 10 minutes about your quote” — so the call is expected and answered. Make sure your SMS is registered for A2P first.
3. Use one consistent number per contact for repeat attempts rather than rotating numbers.
4. Spread genuine volume across several registered numbers instead of pushing it all through one.
5. Remove old, purchased or scraped lists. Calling people who never opted in is the fastest way to collect complaints.

If a Voice AI agent makes outbound calls for you, the same rules apply, with one more: the FCC ruled in February 2024 that AI-generated voices count as “artificial” voices under the TCPA, so those calls need prior express consent.

Mistakes that keep the label coming back

Gets flagged

• ✕Avoid: Buying a new number each week
• ✕Avoid: Six attempts in one day
• ✕Avoid: Hanging up on voicemail
• ✕Avoid: Cold or purchased lists
• ✕Avoid: Only registering CNAM

Stays clean

• ✓Do: Registered numbers kept long term
• ✓Do: Two attempts a day at most
• ✓Do: Short voicemail left
• ✓Do: Opted-in leads only
• ✓Do: SHAKEN/STIR, CNAM and Voice Integrity

The one I see most is swapping numbers. HighLevel notes that labels aren’t removed automatically when a number changes owner, so a “fresh” number may arrive already flagged, and a new number with the same habits gets flagged again — Hiya says a business’s poor reputation on its other numbers is assumed to carry over to new ones. Register every number you buy and fix the patterns instead.

Getting your calls answered again

A business number that stays clean in GoHighLevel needs three things: SHAKEN/STIR and CNAM registered on every number, a Voice Integrity application (or a Free Caller Registry submission if you have no EIN) covering all three networks, and workflows that call only opted-in leads, at most twice a day. Test on all three networks after about 10 business days, and again after any big change in call volume.

If you’d rather hand it over, I register the numbers and rebuild the calling workflows as part of a GoHighLevel CRM setup, and handle the A2P side through A2P 10DLC registration. When leads call you back, make sure nothing is lost — my guide to missed call text back not working covers that half, and AI automation can answer the call when nobody is free.