Update How to Manage Your Calling Identity.md

removing the display name for now and updating the intro to reflect that

Author: henikaraa

articles/communication-services/concepts/telephony/How to Manage Your Calling Identity.md

@@ -14,167 +14,52 @@ ms.service: azure-communication-services
 
 # Define your caller identity
 
+A common challenge faced by businesses is the difficulty of getting their calls answered or even noticed by customers. In many cases, potential customers ignore or block calls from unknown or unfamiliar numbers.
 
-One common challenge faced by businesses is the difficulty of getting
-their calls answered or even noticed by customers. In many cases, calls
-from unknown or unfamiliar numbers are ignored or blocked by recipients.
+Using an unidentified number can lead to missed opportunities for sales, customer service, and other important interactions. This problem can be especially challenging for businesses that rely heavily on phone-based communication, such as call centers or sales teams.
 
+To address these challenges, Azure Communications Services offers customers the ability to define their caller's name when they place a public switched telephone network (PSTN) call and proposes a new Caller Name Delivery (CNAM) registration process. To avoid their customer calling numbers being flagged as spam, customers should register their PSTN outbound numbers with central registries and to follow best practices described in this article.                                       
 
-This leads to missed opportunities for sales, customer service, and other
+## What is Caller Name Delivery (CNAM)                                     
 
-important interactions. This can be especially challenging for
-businesses that rely heavily on phone-based communication, such as call
-centers or sales teams.
-
-To address these challenges, Azure
-
-Communications Services is offering customers the ability to define
-their caller's name when they place a PSTN call. Depending on their
-needs, customers can choose between two options: Caller Name Delivery
-(CNAM) registration or dynamic display name. To avoid
-
-customer's calling numbers being flagged as "Spam", 
-
-customers should register their PSTN outbound numbers with central
-
-registries and to follow best practices described in this article.
-
-
-## What is CNAM
-
-### Overview
-
-In the US, Caller Name Delivery (CNAM) provides the caller's name or
-company name in Caller ID, though it may show as \"restricted\" or \"not
-available\" due to blocking or technical issues. The terminating carrier
-retrieves this information through a database lookup DB (up to 8
-providers in the US) using the caller\'s phone number. In Canada, the
-caller's name can be added by either the client\'s equipment (e.g., PBX)
-or the originating carrier, as long as it complies with anti-spoofing
-and fraud regulations.
-
-![CNAM Flow](../media/cnam-call-flow.png)
+In the US, Caller Name Delivery (CNAM) provides the caller's name or company name in Caller ID, though it can also show as \"restricted\" or \"not available\" due to blocking or technical issues. The terminating carrier retrieves this information through a database lookup (up to eight
+providers in the US) using the caller\'s phone number. In Canada, you can add the caller's name using either the client\'s equipment (such as PBX) or the originating carrier, as long as it complies with anti-spoofing and fraud regulations.
 
+![A call flow diagram showing your call registered with a Caller Name Delivery (CNAM) from Azure Communication Services through an originating service provider and terminating service provider to the called device displaying your CNAM.](../media/cnam-call-flow.png)
 
 ### How to register
 
-In order to request a CNAM registration for an ACS number, customers will simply need to send an email to <[email protected]>, using \"ACS Number Request -- CNAM Registration\" as part of customer's subject line and providing the below details:
-
--   Customer and Azure details
-
--   List of number and the corresponding caller name to register for
-    each number (customer must own these numbers under the Azure
-    Resources provided and he can register [only US local
-    numbers]{.underline})
-
-Please note that CNAM are limited to 15 characters (including spaces)
-and the following special characters are supported:
-
--   **.** Period
+To request a CNAM registration for an Azure Communication Services number, customers need to send an email to `<[email protected]>`, using `"ACS Number Request -- CNAM Registration"` as part of subject line. In the body or the email, provide the following details:
 
--   , Comma
+- Customer and Azure account details.
 
--   & Ampersand
+- List a number and the corresponding caller name to register for each number. The customer must own these numbers under the Azure Resource provided. Customer can register only **US local numbers**.
 
--   -- Dash
+CNAM caller names are limited to 15 characters (including spaces) and support the following special characters:
 
--   \_ Underscore
+| Special character | Name |
+| --- |:--- |
+| **.** | period |
+| **,** | comma |
+| **&** | ampersand |
+| **-** | dash |
+| **_** | underscore |
+| **'** | single quote (as in Tom's Burgers) |
 
--   ' Single quotation (i.e. Tom's Burgers)
-
-Once the request is approved by the carrier, it takes **48 hours to be
-published.**
+Once the request is approved by the carrier, it takes **48 hours to be published.**
 
 ### Things to consider
 
-1.  The reliability of CNAM delivery with the call varies depending on
-    the country/region and carriers that handle the call\--either as an
-    intermediary or a terminating carrier.
-
-2.  Inconsistencies in CNAM can be caused when the intermediate or
-    terminating carriers delay refreshing the CNAM information in
-    authoritative databases\--as in the United States. In
-    countries/regions where there are no authoritative databases for
-    CNAM, individual carrier practices can also cause problems with CNAM
-    information arriving intact with the call.
-
-3.  ACS currently doesn\'t support CNAM registration for
-    countries/regions other than the United States.
-
-4.  This registration is available only for US local numbers (not
-    supported on toll free).
+1. The reliability of CNAM delivery with the call varies depending on the country/region and carriers that handle the call; either as an intermediary or a terminating carrier.
 
-5.  This service only applies for OUTBOUND calls and for the numbers
-    that customer owns.
+2. Inconsistencies in CNAM can be caused when the intermediate or terminating carriers delay refreshing the CNAM information in authoritative databases, such as in the United States. In countries/regions where there are no authoritative databases for CNAM, individual carrier practices can also cause problems with CNAM information arriving intact with the call.
 
-6.  CNAM DBs are not always up to date and not all the same and there is
-    a potential for misspellings.
+3. Azure Communication Services currently doesn't support CNAM registration for countries or regions outside the United States.
 
-7.  There are multiple CNAM databases across the country and terminating
-    carriers may subscribe to one or multiple databases.
+4. This registration is available only for US local numbers. It doesn't support toll free numbers.
 
-## Display Name
-
-### Overview
-
-Display Name allows customers to pass a caller name in the code
-when making a call, which gives them more flexibility and control over
-the branding of each call. This option is available with both ACS SDKs:
-Call Automation and Calling SDK. This is also supported by both Direct
-Offer and Direct Routing.
-
-### How to set the display name
-
-To define the display name when placing an outbound call,
-
-customers can use the property
-*[CallInvite.SourceDisplayName](https://learn.microsoft.com/en-us/dotnet/api/azure.communication.callautomation.callinvite.sourcedisplayname?view=azure-dotnet).*
-
-Customers can set the display name appearing on target callee.
-
-
-The following example places a PSTN outbound call using Call
-
-Automation:
-
-```javascript
-async function createOutboundCall() {
-	const callInvite: CallInvite = {
-		targetParticipant: callee,
-		sourceCallIdNumber: {
-			phoneNumber: process.env.ACS_RESOURCE_PHONE_NUMBER || "",
-		},
-	};
-	callInvite.SourceDisplayName = "Contoso Bank";
-	const options: CreateCallOptions = { callIntelligenceOptions: { cognitiveServicesEndpoint: process.env.COGNITIVE_SERVICES_ENDPOINT } };
-	console.log("Placing outbound call...");
-	acsClient.createCall(callInvite, process.env.CALLBACK_URI + "/api/callbacks", options);
-}
-```
-
-Where:
-
--   **CALLBACK_URI**: Once customer has their
-
-    [DevTunnel](https://learn.microsoft.com/en-us/azure/developer/dev-tunnels/get-started?tabs=windows)
-    host initialized, update this field with that URI.
-
--   **ACS_RESOURCE_PHONE_NUMBER**: update this field with the Azure
-    Communication Services phone number customer has acquired. This
-    phone number should use
-    the [E164](https://en.wikipedia.org/wiki/E.164) phone number format.
-
--   **COGNITIVE_SERVICES_ENDPOINT**: update field with customer's Azure
-    AI services endpoint.
-
-### Things to consider
+5. This service only applies to *outbound* calls for numbers that customer owns.
 
-The reliability of display name delivery with the call varies depending
-on the country/region and carriers that handle the call\--either as an
-intermediary or a terminating carrier. In the US, the delivery of
-display names is unreliable, and, in many cases, the downstream carriers
-will strip the caller ID. In Canada, it's more reliable and in some
-states considered standard practice, the recommendation for CA/US is to
-use both CNAM and the API to set the Caller ID, and in the RoW the
-experience varies based on the country.
+6.  CNAM databases aren't always up to date and not consistently updated. There's a potential for misspellings.
 
+7.  There are multiple CNAM databases across the country and terminating carriers may subscribe to one or more databases.