A method and apparatus for a customized CLI comprise receiving, by a network element, a first SET-UP message from a transmitting device during a call set up. The network element then retrieves an identification of the transmitting device from the first SET-UP message and obtains a first Caller Line Identification (CLI) of the transmitting device corresponding to the retrieved identification. Further, the network element determines whether the first SET-UP message includes a first indicator and retrieves a data message from the first SET-UP message when the first SET-UP message includes a first indicator. The network element then adds the data message, the first CLI, and a second indicator to a second SET-UP message and transmits the second SET-UP message to a receiving device during the same call set up, for displaying a customized CLI on the receiving device, thereby alerting a user of the receiving device of an incoming call.