Leads reach a marketer by different routes: some call straight from an ad, others leave a form and wait for a reply. Then there are leads that start in an Instagram chat and move to a phone call, and the same person may turn up in the support inbox a week later.

A strategy built around only one of these paths leaves the rest out of the numbers. To save you time, we collected the best tools that connect phone calls to the rest of the lead journey, sorted into six categories from marketing attribution to CRM.

How We Reviewed Performance Marketing Software

We used a thorough, multi-layered evaluation process to keep our marketing software roundup clear and unbiased.

• We ran targeted search queries to pull together call tracking tools with relevant functionality from SERPs and AI outputs. This left us with 12 platforms for in-depth review out of 42 examined overall.
• We grouped the tools into marketing attribution, CCaaS, CPaaS, pay-per-call, VoIP, and CRM categories based on their core capabilities.
• We pulled 24 months of website performance data from SimilarWeb, covering traffic sources, patterns, and on-page behavioral metrics, and used this to assign traffic scores.
• We reviewed each platform’s features against industry standards and client expectations to assign feature scores.
• We checked review platforms including G2, Capterra, and Trustpilot to examine customer ratings and uncover hidden issues that affect the user experience, then assigned average weighted ratings.
• We tested each platform ourselves and combined that hands-on experience with the traffic, feature, and review scores to reach an expert score.
• The expert scores determined the two best platforms in each category. We reviewed those in depth and summarised the rest more briefly.

Take a Quiz to Identify Your Best UK Call Tracking Platform

Tell us more about your business, and we’ll choose the best call tracking platform for your UK-based business or international business that covers the UK market.

Marketing Attribution

Such tools can help you see which campaigns or keywords are the most effective. Without them, marketers see only the outcome. If they don’t understand what content works best for them, they are essentially bidding blind.

Feature	WhatConverts	Infinity	Ruler Analytics	Invoca	Nimbata	Mediahawk
Dynamic Number Insertion (DNI)	✅	✅	✅	✅	✅	✅
Online Call Tracking	🟡	✅	✅	✅	✅	✅
Offline Call Tracking	✅	✅	🟡	✅	✅	✅
Keyword-Level Attribution	✅	✅	✅	✅	✅	✅
Multi-Touch Attribution	✅	🟡	✅	✅	❌	✅
Call Recording	✅	✅	✅	✅	✅	✅
Call Transcriptions	✅	✅	✅	✅	✅	🟡
Call Distribution / Routing	🟡	✅	❌	✅	✅	✅
Service Features Score	4.4	4.7	4.1	5	4.4	4.7
Expert Score	4.8	4.1	4.0	3.9	3.7	3.5

WhatConverts

WhatConverts is a comprehensive lead tracking platform covering calls, forms, and chat communications under one roof. It shows you consumer value, your most requested products and services, and where your best leads come from.

WhatConverts Key Features

• Call tracking: Reserve local or toll-free tracking numbers, or port your own. You can use DNI to tie calls back to individual web sessions.
• Form features: Track forms through Google Analytics to follow up promptly. Also, you can set up email notifications for every form submission.
• Chat features: Capture full chat conversations, link them to conversions, and attach them to the relevant lead records.
• Lead value assignment: Connect WhatConverts to your CRM to analyse lead value and work out ROI at campaign level.
• Lead qualification: Set custom rules for automatic lead qualification, or review and qualify leads manually yourself.
• Advanced reporting: Build reports or charts tailored to your business to turn raw tracking data into something you can act on.

Standout Capability

WhatConverts captures eCommerce transactions and ties them back to their source, campaign, or keyword. This data feeds through to Google Analytics, giving you a complete view of your revenue streams.

Ratings

TrustRadius	TrustPilot	G2	Capterra
4.5 (2)	2.6 (6)	4.9 (311)	4.9 (50)

Pricing 

Pricing for individual businesses:

Pricing Plan	Call Tracking	Plus	Pro	Elite
Monthly Price	$30	$60	$100	$160
Included Usage Credit	$30	$30	$30	$30
Features	Call tracking numbers DNI API access Call recording	Form and chat tracking Keyword reporting Google Analytics integration	Call routing Custom reporting HIPAA compliance	Multi-touch attribution Automatic lead qualification
Usage Rates	Additional local number – $2.50 White label features – $50 / month Call transcription – $0.02 / min	Additional local number – $2.50 White label features – $50 / month Call transcription – $0.02 / min	Additional local number – $2.50 White label features – $50 / month Call transcription – $0.02 / min	Additional local number – $2.50 White label features – $50 / month Call transcription – $0.02 / min

Pricing for agencies:

Pricing Plan	Plus	Pro	Elite
Monthly Price	$500	$800	$1,250
Included Usage Credit	$250	$300	$400
Features	All tracking features Keyword reporting API access Google Analytics integration	Call routing Custom reports HIPAA compliance	Multi-touch attribution Automatic lead qualification
Usage Rates	Additional local number – $1.75 Additional local minutes – $0.04 / minute White label features – $50 / month	Additional local number – $1.75 Additional local minutes – $0.04 / minute White label features – $50 / month	Additional local number – $1.75 Additional local minutes – $0.04 / minute White label features – $50 / month

Infinity

Infinity is a call tracking and conversation intelligence platform built around what the company calls the Infinity Loop, a full-funnel approach to call data. The platform tracks where each call came from and analyses the conversation itself. Then, it feeds those insights back into the marketing stack, and the system can automatically prioritise the leads with the highest conversion potential.

Infinity Key Features

• Call tracking: Ties each inbound call to the campaign, channel, or keyword that generated it.
• Conversation Analytics: Analyses every call by keywords and provides a full transcript. The tool also summarises conversations and categorises them by customer intent and objections.
• Smart Match: Integrates with your CRM to show what happens to a lead after the call ends.
• Smart Outcomes: Sends intent, outcome, and revenue signals directly to bidding platforms. 
• Conversion Barriers: Pulls out the objections and friction points that keep callers from converting and ranks them by impact.
• Smart Voice: Answers missed calls automatically with Voice AI, qualifies the caller’s intent, and moves them forward.

Standout Capability

Every call Infinity tracks gets an outcome label from Smart Outcomes, for example, an appointment booked or a sale. Once the CRM records it, Smart Match links the revenue to the same conversation. Both signals go to the ad platforms, which can then bid on sales value.

Ratings

G2	Capterra	Trustpilot
4.6 (168)	4.7 (17)	2.8 (3)

Pricing

Plan	Essentials	Pro	Enterprise
Monthly Price	£249	£349	POA
Per-call rate	25p	20p	Custom
Visitor-level call tracking	✓	✓	✓
GA + Google/Microsoft/Meta ads integration	✓	✓ (full out-of-the-box suite)	✓ (full Integrations Hub access)
Support	24/7	24/7	VIP
Training resources	Digital access	Digital access	Tailored solutions
Customer Success Programme	—	✓	✓
Visitor Trace journey mapping	✓	✓	✓
Custom Goals & Channel reports	✓	✓	✓
Call recording	✓	✓	✓
Missed call alerts	✓	✓	✓
Call revenue tracking	✓	✓	✓
Reporting API	—	✓	✓ (+ Config API)
High volume discounting	—	—	✓
Dedicated solutions architect	—	—	✓
Contact centre integrations	—	—	✓

Other Marketing Attribution Platforms

Platform	Review site rating	Global Traffic Q3 2026 and UK YoY	Features	Standout capability
Mediahawk	G2 – 3.7 (5)	6,3K, -38%	Call  and conversion tracking Marketing attribution for over over 85  data points User journey visualisation AI-powered speech analytics Sales Matching with multi-touch attribution models Outbound call tracking	Inbound and outbound calls are automatically logged and attributed. Speech Analytics analyses every recorded conversation, allowing you to query call data in plain language without manually reviewing transcripts.
Ruler Analytics	G2 — 4.6 (30) Capterra — 3.7 (3)	32,7K, –29%	First-party tracking Multi-touch and impression attribution.CRM & eCommerce integration Marketing Mix Modeling (MMM) that estimates the impact of each marketing channel on revenue, accounting for non-digital factors Budget scenario planner In-depth revenue analytics	Ruler Analytics relies on view-through attribution. When a user sees a display or video ad, the ad network logs their view via an anonymous ID, IP, or cookie. When later, this person visits your site, Ruler’s ML algorithm checks the ad logs and matches the buyer’s profile to the impression.
Nimbata	TrustRadius – 4.5 (24)  SourceForge – 4.8 (8) G2 – 4.7 (28) Capterra 4.8 – (28)	43K; -12%	Call and form tracking Reporting Conversational intelligence Automated call flows	Jumpstart programme that pairs you with a Nimbata specialist to build and configure your tracking infrastructure from scratch. They work alongside your team to tailor the setup to your specific workflows
Invoca	TrustRadius – 5 (44) Trustpilot – 3.7 (1)Gartner – 5 (3)G2 – 4.5 (967)Capterra – 4.5 (20)	37K; -47%	Call Tracking & Intelligent Routing AI Voice & SMS Agents Conversation Intelligence Custom Reporting	It unifies all interaction, conversion, and transaction data in one place. Trace revenue back to individual ad campaigns and pass conversion signals directly to ad network bidding algorithms to drive higher-margin calls.

Examined but Not Listed

Platform	Review site rating	Q3 2026 traffic	Missing Features
WildJar	G2 – 5 (11) Google – 4.9 (21)	13,8K	This platform is mainly focused on Australian-based businesses and has fewer than 1.4k visits per month from UK users. It is also focused mainly on call tracking, rather than being a marketing attribution software.
Calltracks (Barbuck)	G2 – 4.5 (761) Trustpilot – 4.3 (218) Google – 4.1 (91)	300K	Plans start at £49 per month and cover only basic tracking, so teams that need call scoring or CRM feedback loops quickly outgrow it. There is also no mobile version.
Marchex	G2 – 4.1 (184) Google – 4.1 (91)	6,5K	Focuses on conversation analytics for large enterprise accounts, and its UK footprint is quite thin. Publishers looking for per-source call data on smaller budgets will have trouble justifying the usage.

Contact Centre as a Service Software

Cloud phone and contact centre software moves calls, messaging, and agent tools from desk phones into the browser and mobile apps. The platforms below range from simple business phone systems to enterprise contact centres. Marketers use the recordings, transcripts, and reports from these tools to see what happens once a lead picks up the phone.

Feature	NICE CXone	Puzzel	8×8	Content Guru (storm)	Avaya	Natterbox
Dynamic Number Insertion (DNI)	❌	❌	❌	❌	❌	❌
Automatic Call Distribution (ACD)	✅	✅	✅	✅	✅	✅
Skill-Based & Predictive Routing	✅	✅	✅	✅	✅	🟡
Call Recording & Quality Monitoring	✅	✅	✅	✅	✅	✅
Call Scoring	✅	🟡	❌	🟡	🟡	🟡
Speech Analytics & Sentiment Scoring	✅	✅	✅	✅	✅	✅
Real-Time & Historical Analytics Dashboards	✅	✅	✅	✅	✅	✅
Service Features Score	4.3	3.9	3.6	3.9	3.9	3.6
Expert Score	4.2	4.1	4.0	3.8	3.4	3.3

NICE CXone

NiCE CXone is an enterprise contact centre platform built around AI agents, omnichannel routing, and workforce management. It covers the full customer engagement journey, from routing an inbound call to the right agent and running proactive AI-driven outbound campaigns to giving supervisors the tools to manage the team.

NiCE CXone Key Features

• Omnichannel routing: Routes each interaction using contact priority, agent proficiency, real-time context, and customer history.
• Workforce management: Manages staffing levels inside the platform.
• AI-powered outbound engagement: Runs outbound campaigns over voice and digital channels with built-in compliance controls.
• In-depth interaction analytics: Applies AI analysis to all recorded interactions to surface trends and areas for improvement.
• Knowledge management: A centralised, AI-enhanced knowledge base gives agents and customers consistent answers through self-service and live support.
• AI Copilot: Gives agents, supervisors, and team leaders real-time AI assistance in their daily work.

Standout capability

CXone routing decides where an interaction goes and who handles it, a live agent or a bot. AI agents for process automation carry out multi-step workflows that connect the front office with back-office systems. An agent is built once and deployed across teams, systems, and channels without rework for each use case.

Ratings

G2	Capterra	Trustpilot
4.3 (1730)	4.2 (581)	3 (3)

Pricing

Plan	Omnichannel Suite	Essential Suite	Core Suite	Complete Suite	Ultimate Suite
Monthly Price	$110 / agent	$135 / agent	$169 / agent	$209 / agent	$249 / agent or $0.25 / session
Voice & digital channel routing	✓	✓	✓	✓	✓
Omnichannel routing + proactive web engagement	✓	✓	✓	✓	✓
Recording & compliance	✓	✓	✓	✓	✓
Agent & supervisor workspace	✓	✓	✓	✓	✓
Prebuilt dashboards and BI reports	✓	✓	✓	✓	✓
AI routing	—	✓	✓	✓	✓
Quality management	—	✓	✓	✓	✓
Prebuilt CRM integrations	—	✓	✓	✓	✓
Outbound engagement	—	—	✓	✓	✓
Workforce management	—	—	✓	✓	✓
Interaction analytics	—	—	—	✓	✓
AI Copilot (agents/supervisors/leaders)	—	—	—	—	✓
AI Agents (self-service, sales, process automation)	—	—	—	—	✓

Puzzel

Puzzel Contact Centre is an AI-native platform that brings voice, chat, email, SMS, video, and social channels into a single workspace. The platform is modular, so a team can start with a basic contact centre and add Co-Pilot, Virtual Agents, Conversational Intelligence, or Workforce Management wherever they need.

Puzzel Key Features

• AI-driven Co-Pilot: Analyses a customer’s call history, knowledge base content, and provides suggested next steps.
• Live Summary: An editable call summary is generated automatically after the conversation.
• Virtual Agent Suite: AI agents handle chat, voice, and email communication, and handle critical or sensitive requests to a live agent.
• Conversational Intelligence: AI analyses conversations to find the causes of long or repeat calls, knowledge gaps, and process inefficiencies.
• Quality Management: The system scores voice interactions by custom criteria, and calls that fall below the standard are automatically flagged.
• Knowledge Management: The platform understands natural-language queries even when they contain no exact keywords.
• Workforce Management: Team planning and performance management sit inside the Puzzel ecosystem.
• Case Management: Instead of three separate inboxes, requests from email, SMS, and API integrations arrive as tickets in one workflow, get routed to agents by skill, and can trigger automated rules on arrival.

Standout capability

Puzzel’s modular system allows you to customise the system as you grow. You can start with a basic version and then add advanced AI-powered features that you actually need.

Ratings

G2	Trustpilot
4.6 (152)	1.8 (24)

Pricing:

Available on request. They don’t publish fixed pricing. Quotes are tailored to team size, channel mix, and used modules.

Other Contact Centre as a Service Software

Platform	Review site rating	Global Traffic Q3 2026 and UK YoY	Features	Standout capability
8×8	TrustRadius – 4.3 (982) Trustpilot – 2.9 (619)G2 – 4.1 (257) Capterra – 4.1 (309) Gartner – 4.6 (146)	1,6M, +13%	Call analytics and reporting Contact centre tools Automatic call distribution and IVR AI assistant Omnichannel tools	8×8 offers a dedicated developer portal with API references, guides, and other resources to help businesses customise and integrate its functionality into their existing workflows.
Avaya	G2 – 4.1 (181) Capterra – 4.7 (11) Trustpilot – 2.5 (6)	443K, -22%	Unified orchestration layer connecting enterprise data, AI, workflows, and customer interactions MCP-based (Model Context Protocol) architecture AI Performance Index (APIx) Governed operations	Avaya Infinity measures AI performance directly on the AI Performance Index, scoring outcomes, efficiency, cost, and automation. With MCP-based orchestration, you can swap or combine AI models and keep its existing carrier, messaging, or WFM providers without committing to a single vendor stack.
Content Guru (storm)	G2 – 4.8 (112)	17K, +8%	Omnichannel routing based on skill set and personality fit. Dynamic prioritisation brain® AI orchestration layer that combines AI models from different providers storm MACHINE AGENT that handles self-service across all channels using NLP and LLMs. storm AGENT ASSIST that provides script suggestions and knowledge base articles to an agent during the call storm RTAS, where every interaction is transcribed and summarised Agentic workflow automation	storm CONTACT can trigger actions in third-party systems during a live call. When the AI recognises a set keyword in the conversation, it can make a booking or give a recommendation, so the agent does not have to switch between systems.
Natterbox	G2 –4.4 (137) Capterra – 4.1 (22)	15K, -14%	IVR policies are configured through a drag-and-drop interface directly in Salesforce Card payments during calls through DTMF capture. Card data never enters the contact centre, so the agent neither sees nor hears it. Unified inbox AI Assistants and AI Agents Remote AssistFlexible calling	Natterbox is built natively inside Salesforce. Voice, SMS, WhatsApp, Chat, and video all use the same routing logic and the same Shared Inbox, so the agent handles any channel without leaving the CRM.

Examined But Not Listed

Platform	Review site rating	Global Traffic Q3 2026	Missing Features
Five9	G2 – 4.1 (625) Capterra – 4.2 (486) Google – 3.7 (9)	2,85M	Enterprise CCaaS without a UK focus, as visitors from the United Kingdom make up less than 1% of its total traffic. Some users also dislike reporting limitations and call quality over Wi-Fi.

Communications Platform as a Service

These platforms let a business add real-time voice, video, SMS, and chat features directly into its own app or website through APIs. The CPaaS provider owns the carrier connections and the backend infrastructure.

A company wires these communication building blocks into whatever product or workflow it already runs, rather than buying a separate ready-made suite.

Feature	Telnyx	Vonage	Twilio	Infobip
Dynamic Number Insertion (DNI)	✅	🟡	🟡	🟡
Programmable Voice API	✅	✅	✅	✅
Global Carrier-Grade Number Provisioning	✅	✅	✅	✅
Keyword-Level Attribution	✅	✅	✅	🟡
Call Transcriptions	✅	✅	✅	🟡
Fraud Detection & Traffic Filtering	✅	✅	✅	✅
Webhook-Based Call Event Data	✅	✅	✅	✅
Service Features Score	5	4.6	4.6	3.9
Expert Score	4.1	3.9	3.8	3.1

Telnyx

Telnyx is a CPaaS platform with full call control. It has AI voice agents that can be added to any call. A team can reserve a local, national, or toll-free number in 130+ countries and pause, route, or transfer live conversations. Every conversation can be recorded, transcribed, and analysed in real time.

Telnyx Key Features

• Phone number provisioning: Source-level or session-level tracking.
• AI agents: AI Gather and AI Assistant commands add custom voice agents to any call.
• Browser and app calling: Voice SDKs add calling to web, Android, and iOS apps.
• Call analysis: Conversations are recorded, transcribed, and analysed in real time.
• Messaging tools: SMS, MMS, and WhatsApp campaigns can be automated.

Standout capability

Telnyx provides ready-to-deploy API builds that a team can test, mix, and adapt to its own business logic. Migration tools are available for teams moving over from Twilio, Vapi, or ElevenLabs.

Ratings

TrustRadius	Trustpilot	SourceForge	ProductHunt	G2	Capterra
2.5 (8)	3.2 (587)	5 (8)	4.8 (4)	4.7 (525)	4.8 (195)

Pricing

• Outbound calls: $0.002 / minute
• Call recording: $0.002 / minute
• Speech-to-text: $0.0015 to $0.007 / minute (depending on the AI model)
• Text-to-speech: $0.000003 to $0.000048 / character (depending on the AI model)
• Phone number reservation: $1 / month
• Phone number lookup: $0.0015 + / query
• Outbound messaging: SMS – $0.004 / message and MMS – $0.015 / message
• WhatsApp calling: $0.0025 /minute
• WhatsApp messaging: $0.004 / message

Vonage

Vonage is a CPaaS platform with messaging, voice, and video APIs. You can also deploy Vonage Contact Centre (VCC) or pick individual APIs to build custom communication flows.

VCC has built-in AI, omnichannel routing, and CRM integrations for platforms such as Salesforce and ServiceNow.

Vonage Key Features

• Messages and Voice API: One API reaches customers across channels, and programmable WebRTC and PSTN calling with automatic speech recognition and text-to-speech in 120+ languages.
• Video API: Real-time video with AI tools for transcription, translation, echo cancellation and background blurring.
• AI Hub connectors: Pre-built connectors link Vonage APIs to CRM platforms, identity systems, and generative AI engines.
• AI Studio: A low-code tool for designing conversations and deploying natural-language voice bots.
• Verify API: Two-factor authentication runs over SMS, voice, WhatsApp, and email, with Silent Authentication as another option. Fraud detection and failover are built in.
• Branded Calling: The recipient’s lock screen shows the company name, logo, and the reason for the call.
• Vonage Contact Centre (VCC): A full CCaaS solution with omnichannel routing, an AI Virtual Agent for self-service, sentiment analysis, and native Salesforce and ServiceNow integrations.

Standout capability

Vonage Voice and Video APIs connect to AI engines such as AWS Nova Sonic, OpenAI, ElevenLabs, or a team’s own model, through real-time WebSockets and open-source frameworks like Pipecat. Vonage also has its own ASR and text-to-speech, so basic use cases such as transcription or automated menus run without a third-party AI. A team can bring its own AI stack or use what is already native to the platform.

Ratings

G2	Trustpilot
4.2 (403)	4.6 (3256)

Pricing

Plan Type / Target	Basic Metered	Standard Unlimited	Maximum Communications
Monthly Price	£10/user	£15/user	£25/user
Inbound Calls	Unlimited inbound	Unlimited inbound	Unlimited inbound
Outbound Calls	Metered	Unlimited outbound	Unlimited outbound
Business Landline Number	✓	✓	✓
Desktop App	✓	✓	✓
30+ Calling Features	✓	✓	✓
Integration with CRMs	—	✓	✓
Microsoft Teams Compatible	—	✓	✓
Wifi Phone Ready	—	✓	✓
VBC Mobile Connect eSIM	—	—	✓
Business Mobile Number	—	—	✓
Unlimited SMS from Mobile	—	—	✓ (SMS messages do not sync with main VBC accounts)
WhatsApp for Business Ready	—	—	✓

Other Communications Platform as a Service Software

Platform	Review site rating	Global Traffic Q3 2026 and UK YoY	Features	Standout capability
Twilio	TrustRadius – 4 (251) Trustpilot – 1.1 (911) SourceForge – 4.8 (13) ProductHunt –  4.3 (18) G2  – 4.1 (528) Capterra – 4.4 (505) Gartner – 4.4 (14)	6M, +36%	Advanced call insights AI-powered call distribution with built-in escalation and fallback rules. Conversational intelligence Custom AI agents Call lookup and device fingerprinting Conversation Orchestrator	A customer can start on one channel and come back on another, and Twilio still has the full history of their earlier interactions, even if a user dropped off in between.
Infobip	G2 – 4.2 (60) Capterra – 4.6 (14) Trustpilot – 1.6 (34)	763K, -12%	Custom autonomous AI agents AI Chatbot Builder Conversational CDP Journey Orchestration Cloud Contact Centre End-to-end journey analytics with actionable root-cause fixes	The Conversational CDP lives inside AgentOS itself. A chatbot conversation starts with the customer’s purchase history, channel preferences, and past interactions already loaded. A live agent taking over mid-conversation inherits that same profile, picking up exactly where the bot left off.

Examined but not listed

Platform	Review site rating	Global Traffic Q3 2026	Missing Features
Mitel	Gartner – 4.3 (211) GetVoIP – 3.3 (135) Trustpilot – 3.6 (2)	217K	Lack of pricing transparency mixed with legacy on-premises UC and PBX systems makes it a weak call-tracking fit.
Talkdesk	G2 – 4.4 (2601) Gartner – 4.4 (863) Trustpilot – 1.5 (871)	143K	Some Talkdesk users on G2 report occasional system lags during peak call times and that it can be hard to search for specific messages. The platform holds a 4.6% share of UK traffic and about 6,700 monthly visits, which is smaller than the services listed above.

Customer Relationship Management (CRM) Software

CRM software stores what a business knows about a lead: where they came from, who they spoke to, and whether they bought. A campaign that fills the form but never produces a sale looks fine in the ad dashboard, and only the CRM shows what happened next. Passing call and ad data into it puts revenue next to each lead source.

Feature	HighLevel	Salesforce	Hubspot	Pipedrive	Freshworks (Freshsales)
Dynamic Number Insertion (DNI)	✅	❌	❌	❌	❌
Click-to-Call From Contact Records	✅	✅	🟡	✅	✅
Automatic Call Logging to Contact/Deal Records	✅	✅	✅	✅	✅
Call Recording	✅	✅	✅	✅	✅
AI Call Transcription & Summaries	✅	✅	✅	🟡	✅
Outcome/Disposition Tagging	✅	✅	✅	✅	✅
Call Analytics by Rep & Team	🟡	✅	✅	✅	✅
Service Features Score	4.6	4.3	3.9	3.9	4.3
Expert Score	4.5	4.1	4.0	3.7	3.4

HighLevel

HighLevel is an advanced CRM that covers lead capture, nurturing, deal closing, and post-purchase communication. A reputation management module then triggers automatic review requests once a deal closes or a job is completed.

HighLevel Key Features

• Dynamic call tracking: The platform maintains a pool of tracking numbers and assigns a visitor a unique number for the length of their session.
• Call reporting: You can customise reports to fit your specific workflow.
• IVR and AI agents: Incoming calls can route through a standard IVR menu with configurable options, or go to an AI agent.
• Phone number intelligence: The system checks and validates phone numbers before any interaction starts, filtering out spam numbers.
• Branded calling: Caller ID is authenticated, and the calling profile displays the business name. Recipients are more likely to answer when they can see who’s calling.
• Text-back: When an inbound call doesn’t connect, the system automatically sends the caller a text message.
• Workflow triggers: The platform updates caller status and disposition from the call outcome, then automatically triggers follow-up.

Standout Capability

A business using HighLevel on a lower tier gets one CRM environment with a cap on how many sub-accounts it can create. They can’t swap in their own logo or domain.

On higher tiers, an agency licenses the platform once and creates a separate sub-account for each client. Each sub-account carries the agency’s own logo, colour scheme, and a custom subdomain. The end client logs into what looks like the agency’s own software. One agency license can run sub-accounts for dozens of clients from a single dashboard.

Ratings

TrustRadius	Trustpilot	SourceForge	ProductHunt	G2	Capterra	Goodfirms
4.7 (44)	4.9 (14,487)	4 (1)	5 (2)	4.6 (647)	4.2 (89)	4 (2)

Pricing

Plan	Starter	Unlimited	Agency Pro
Monthly Price	$97	$297	$497
Features	3 sub-accounts Unlimited contacts Unlimited user support All core features (Voice AI, Conversation AI, Email and SMS Marketing, CRM and Pipelines, etc.)	Everything included in the Starter plan Unlimited sub-accounts Rebill phone and emailBasic API access	Everything included in the Unlimited plan SaaS mode Automated sub-account creation Rebill phone and email (with markup) User and agent reporting Advanced API access

If you pay annually, HighLevel provides a discount equal to two months’ payments. You can also expand your plan by incorporating paid add-ons.

Salesforce

Salesforce is an AI-first CRM that combines sales, marketing, customer success, analytics, and other functions on one platform. A set of AI agents called Agentforce can handle lead management, data updates, planning, and other processes on their own.

Salesforce Key Features

• Call summaries: Einstein, Salesforce’s built-in analytics AI, records, transcribes, and analyses calls. A rep can ask it a plain-language question about any past call, like what objections came up, and get an answer pulled straight from the transcript.
• Supervisor tools: AI monitors, reviews, and analyses each rep’s performance. The system identifies coaching opportunities on its own and builds personalised feedback a supervisor can hand straight to the team.
• Call agents: Customers connect with AI agents over voice and text. These agents clarify the user’s question and, when the situation calls for it, hand the conversation to a live sales rep.
• AI assistance: Customer service reps get an AI-generated action plan during the call.
• Predictive scoring: The system combines a business’s own data with industry data to predict lead behaviour and assign a score. That score routes the lead into the right workflow automatically.
• Omnichannel lead flows: Cross-channel customer interactions show up in one window instead of requiring a check of each channel separately. Leads route themselves to the right specialist or channel based on rules set in advance.

Standout Capability

Salesforce calls this unified customer view Customer 360. Data 360, the platform’s underlying data layer, pulls information from sales, service, marketing, and commerce systems and resolves it into one profile per customer. A lead who fills out a form, calls in, and later opens a support ticket shows up as the same person to every team.

Ratings

TrustRadius	Trustpilot	SourceForge	ProductHunt	G2	Capterra	Gartner
4.4 (3,465)	1.4 (627)	4.7 (60)	4.4 (8)	4.4 (95,449)	4.4 (18,791)	4.5 (264)

Pricing

Salesforce charges separately for almost everything. Sales Cloud by itself runs through several tiers, starting at £20 per user per month for the entry-level Starter Suite in the UK. Adding Service Cloud, Marketing Cloud, Data Cloud, or specific Agentforce AI features each adds its own separate charge on top. A single pricing table would need a row for every combination a business could build out of those products and features, and Salesforce doesn’t publish one. Most businesses get a quote built around whichever mix of products, users, and features they actually need.

Other Customer Relationship Management (CRM) Software

Platform	Review site rating	Global Q3 2026 traffic and UK YoY	Features	Standout capability
Hubspot	TrustRadius – 4.2 (5,435) Trustpilot – 1.6 (1,135) SourceForge – 4.6 (153) ProductHunt – 4.8 (75) GoodFirms – 4.4 (119) Gartner – 4.4 (2,213) G2 – 4.4 (35,761) Capterra – 4.5 (4,471)	44M, +13%	Power dialer IVR calling trees Call transcriptions and AI summaries Skill-based call routing AI agents for calls and chat Rep coaching insights	HubSpot’s flexibility comes from the more than 2,000 pre-built integrations in the HubSpot Marketplace. Teams browse the marketplace and install apps, agents, and workflow connectors in a few clicks.
Pipedrive	G2 – 4.3 (4981) Capterra – 4.5 (3061) Trustpilot – 4.4 (3450)	10,5 M, +9%	Advanced pipeline management Capturing leads from all digital channels into a single inbox Workflow automation with multi-level  triggers AI-powered sales assistant Conversation intelligence tools Advanced insights and AI-powered reporting:Pipedrive MCP server	Nova covers the entire call cycle. Before a call, it pulls deal history and past conversations into a brief. During a call, Nova can join as a visible AI notetaker, or the desktop app captures the audio directly with no bot in the meeting at all. Afterward, Nova drafts a summary and proposes CRM updates. It applies only after a rep approves it.Participant notices are off by default, and the host has to turn them on manually, whether that means an in-meeting chat alert, a pre-call email, or a required opt-in. Recording consent laws vary by region, and Pipedrive puts that compliance responsibility on the person running the call.
Freshworks  (Freshsales)	G2 – 4.5 (1236) Capterra – 4.5 (623) Trustpilot – 1.3 (120)	1,28 M, -8%	Incident management Smart routing Dependency mapping Workflow automation IT asset management SLA manaement Omnichannel support Domain AI agents finish requests end-to-end	You can build domain-specific AI agents in Freddy AI Agent Studio’s no-code builder. This agent pulls the relevant workflow, knowledge base, and business rules for the request, and takes the action itself. Freshservice ships two pre-built agents at launch, one for IT and one for HR, and teams can build additional agents on top of them. Nothing happens outside the workflows and rules a team already defined, so an agent’s scope stays fixed.

Examined but ot listed

Platform	Review site rating	Global Traffic Q3 2026	Missing Features
Capsule CRM	G2 – 4.7 (521) Trustpilot – 4.4 (67)	450 K	It doesn’t have Dynamic Number Insertion (DNI) and call recording features. There are also no native telephony and call transcription features. Fast-growing or complex sales teams may find the reporting tools basic and workflow automation too linear.
Workbooks	G2 – 4.2 (575) Capterra – 4.3 (112)	1,28 M	It doesn’t have Dynamic Number Insertion (DNI) and call recording features. There are also no native telephony and call transcription features.
Spotler CRM (Really Simple Systems)	G2 – 4.4 (147) Trustpilot – 4.2 (647) Capterra – 4.5 (453)		Limited advanced features and third-party integrations. Loading times can feel slow when managing or updating multiple contact records.

Pay Per Call Software

Pay per call software tracks a phone call from the ad or landing page that generated it to the conversation itself, and records which publisher, campaign, and tracking number each call came from. Advertisers pay for calls that meet agreed conditions, so the platform also routes calls to buyers, times them, and calculates the payout for each one. Publishers get their own tracking numbers and reporting on which traffic sources produce billable calls. Platforms in this category vary in call quality filtering, spam protection, and how calls are distributed among buyers.

Feature	Phonexa	Retreaver
Ping-Post Call Distribution	✅	🟡
Ring Tree / Bid-Based Call Routing	✅	✅
Real-Time Bidding on Call Inventory	✅	✅
Publisher Payout & Performance Portals	✅	🟡
Call Caps by Publisher & Buyer	✅	✅
Dynamic Number Insertion (DNI)	✅	✅
Keyword-Level Attribution	✅	🟡
Call Scoring	✅	🟡
AI-Driven Call Outcome Extraction	✅	✅
Real-Time Reporting	✅	✅
Sub-ID / Traffic Source-Level Attribution	✅	✅
Service Features Score	5	4.1
Expert Score	4.7	4.1

Phonexa

Phonexa is an enterprise-grade platform that helps businesses monetise consumer intent through web leads and calls. Two core modules, LMS Sync and Call Logic, handle high-volume consumer tracking, management, and analytics. There are also extensions that cover email and SMS campaigns, lead verification, accounting, conversion rate optimisation, and more.

Phonexa Key Features

• Call Logic: A call tracking and management module with phone number reservation and real-time analytics. Each visitor or campaign gets its own number. Call Logic automates call flows through IVR and AI Call Agents, which qualify a caller before the call reaches a live agent.
• LMS Sync: A full web lead module that covers tracking, analytics, and distribution. With LMS Sync, you look up, qualify, and score a lead in real time before it enters the pipeline, filtering out low-quality, fraudulent, and bot leads at the door.
• E-Delivery: An email and SMS marketing tool integrated with major email service providers. You can segment an audience by actual behaviour patterns, set up trigger-based automations that send messages at the right moment without manual oversight, and run A/B tests to find out which message version converts better.
• HitMetrix: A conversion rate optimisation tool that records web sessions and turns them into actionable insights. Teams can review individual session recordings or heatmaps that show exactly where visitors stall or lose interest on a page.
• Books360: An automated accounting module that pulls cash flow data directly from LMS Sync and Call Logic. It can also generate and send invoices automatically, taking that task off the finance team’s plate.
• Cloud PBX: A cloud phone system for inbound and outbound calling. It also includes contact centre tools for managing agents and monitoring their performance.
• Ping tree and post distribution: Phonexa’s ping tree pings each qualified buyer with the caller’s data in sequence, moving to the next buyer if the current one passes, so a call or lead keeps getting offered until someone takes it. Ping Post Calls 2.0 extended this beyond a buyers-only model, adding dynamic pricing, dynamic call duration, and dynamic buyer phone numbers that give publishers more control over how their leads get sold.

Standout Capability

Every Phonexa module is pre-integrated and can pass data directly to the others. You can build automations tailored to your business, like turning a caller into a web lead or updating suppression lists in Opt-Intel the moment something happens in another module. A call that didn’t convert in Call Logic can become a lead record in LMS Sync without anyone moving the data by hand.

Ratings

TrustRadius	SourceForge	G2	Capterra
4.4 (3)	4.9 (238)	4.9 (163)	5 (75)

Pricing

Phonexa’s pricing depends on your business type, scale, and features you need.

Get started with Phonexa to build your custom pay per call and pay per lead software suite for lead & call generation, distribution, and acquisition.

Retreaver

Retreaver is a call tracking and routing platform. Each call carries its own data: who sent it with which campaign, what zip code the caller is in, and more. Retreaver reads tags instantly and routes a lead to the best rep for them.

The platform also has an MCP server, so an account admin can manage campaigns and pull performance reports directly from Claude or ChatGPT using plain language.

Retreaver Key Features

• Dynamic Number Insertion (DNI): Automatically swaps phone numbers on landing pages.
• Attribute-based call routing: Routes each call to the best-matched buyer based on any tracked attribute.
• Adaptive IVR: Asks a caller only the qualifying questions that current buyers actually need, skipping anything already known about the caller.
• Ping tree and post distribution: Sends call data to buyer systems either at the moment of the routing decision, when the call connects, or after it ends. The buyer chooses when to receive that data for a bid or accept decision.
• Concurrency and hard caps: Limits how many calls or conversions go to a single buyer at once.
• Live call analytics and conversion reporting: Breaks down conversions by a tracked attribute, and calculates revenue earned against payouts at the publisher level.
• Collaborator tools: Gives publishing partners and buyers self-serve access to their own call logs, tracking numbers, and reports, without full account access.

Standout Capability

Retreaver runs on tag-based attributes. A call carries whatever data got tagged onto it, such as an affiliate ID, a zip code, or an answer to a qualifying question. Buyers carry tags for what they’re willing to accept, and Retreaver routes each call to whichever buyer’s tags match.

Ratings

G2	Capterra
4.9 (63)	4.9 (16)

Pricing

Retreaver charges pay-as-you-go: calls start at $0.05 per minute, and phone numbers rent for $1 per number per month, with no subscription fee or contract. Real-time bidding and dropped calls cost nothing extra. High-volume users can contact support for better rates or a custom quote.

Examined but not listed

Platform	Review site rating	Global Traffic Q3 2026	Missed Features
LeadByte	G2 – 4.9 (10) Trustpilot – 4.5 (95) Capterra – 4.6 (13)	16K	While it has 63% of UK-based traffic, it lacks a bunch of crucial features. It includes, but is not limited to: DNI, native call tracking, ping-post call distribution, ring tree, keyword-level attribution, and even AI lead scoring.

Voice over Internet Protocol Services

Voice over Internet Protocol (VoIP) services carry phone calls over an internet connection, which lets a business run numbers, call routing, and recordings from a browser or a mobile app without desk phones or an on-site PBX. Providers in this category range from simple business lines for small teams to contact centre platforms with dialers, analytics, and CRM integrations.

Feature	CloudTalk	Ringover	Dialpad	3CX	Aircall	Yay.com	JustCall	CircleLoop	CloudCall
Dynamic Number Insertion (DNI)	❌	❌	❌	❌	❌	❌	❌	❌	❌
Cloud PBX & Phone Number Provisioning	✅	✅	✅	✅	🟡	✅	✅	✅	🟡
Auto Attendant / IVR Menus	✅	✅	✅	✅	✅	✅	✅	✅	✅
Call Recording	✅	✅	✅	✅	✅	✅	✅	✅	✅
Call Distribution / Routing	✅	✅	✅	✅	✅	✅	✅	✅	✅
CRM Screen-Pop & Call Logging	✅	✅	✅	✅	✅	🟡	✅	✅	✅
Real-Time Reporting	✅	✅	✅	✅	✅	🟡	✅	🟡	✅
Service Features Score	4.3	4.3	4.3	4.3	3.9	3.6	4.3	3.9	3.9
Expert Score	4.5	4.4	4.3	4.1	3.9	3.8	3.6	3.4	3.3

CloudTalk

CloudTalk is a global calling platform that combines classic VoIP tools with AI features. It covers a wide range of contact centre features, from IVR and call recording to voicemail drop.

CloudTalk Key Features

• Phone number management: Local phone numbers in more than 160 countries with the ability to port your own numbers. The platform can also brand the calling profile with the company name and logo.
• Business phone system: You can build custom IVR-based call flows, monitors, records, and analyses conversations in real time. The system routes calls and triggers follow-up sequences automatically.
• AI-powered conversational intelligence: A platform can transcribe, summarise, and tag calls.
• AI voice agents: The Receptionist answers inbound calls and passes real leads to a human, with spammy callers blocked along the way. A second agent, the Specialist, handles outbound lead qualification.

Standout Capability

Outbound conversations are built around Parallel Dialer. It dials up to 10 leads simultaneously and connects agents only to those who pick up. Smart Dialer and Power Dialer cover custom queues and classic sequential dialing.

Ratings

TrustRadius	Trustpilot	SourceForge	GoodFirms	Gartner	G2	Capterra
3.7 (68)	4.1 (738)	4.7 (60)	5.0 (3)	4.6 (71)	4.4 (1848)	4.4 (269)

Pricing

Plan	Starter	Essential	Expert
Monthly Price	$25	$29	$49
Features	Phone number reservation Unlimited calls across the US Branded caller ID Call recordings and tags Call queues and callback Visual call flow builder Click-to-call Unlimited call history and basic dashboards	Time- and condition-based routing IVR Agent and group reporting Features included in the Starter plan	VIP queues Power dialer Live monitoring Custom dashboards Agent statuses Features included in previous plans

CloudTalk offers 30% off for paying annually and also has AI voice agent plans, with a pay-as-you-go model ($0.15/minute) and a $349 monthly plan that includes 1,000 minutes of usage.

Ringover

Ringover is an AI-powered cloud communication platform. Even the entry-level Quicktalk plan includes a basic auto-attendant menu and call recording, with AI transcription and summaries on top. Teams that want more can add the AIRO voice agent, which is billed per minute, so a company pays for the calls it actually handles.

Ringover Key Features

• Calls and numbers: Unlimited calls to 90+ destinations, and local and international numbers in more than 65 countries. Number portability lets a company keep its existing numbers.
• Custom IVR-based call flows: smart routing, time-based and preferred agent routing.
• Dialer suite: Power Dialer, Parallel Dialer (several calls at once), and Smart Dialer cover different outbound scenarios, from cold calling to large sales pushes.
• Conversation analysis: AI Call Analysis gives a full transcript and summary of every call. Automatic Topic Detection picks up key themes, and Framework Analysis checks a conversation against scripts.
• AIRO (AI voice agent): The virtual agent answers calls, qualifies the caller, and routes the call.
• Coaching tools: Call monitoring and call intervention let a supervisor listen to live calls and step in. Pitch Room gives the team AI role-play for practicing.
• CRM autofill: AI captures data from calls and meetings and syncs it to the CRM.
• Integrations: More than 100 integrations, including Salesforce, HubSpot, Zoho, Pipedrive, and recruiting platforms such as Bullhorn and Avionté.

Standout Capability

Ringover gives UK teams a full cloud phone system with AI included from the entry-level plan: every recorded call is transcribed and summarised automatically. Numbers based in the UK come with unlimited calls to 110 destinations. The Business plan adds text message campaigns, a power dialler, and integrations with 100+ tools.

Ratings

G2	Capterra	Trustpilot
4.6 (497)	4.7 (888)	4 (1083)

Pricing

Plan	Quicktalk	Smart	Business	Advanced
Monthly Price (per user)	£15/user/month if paid annually £24/user/month if paid monthly	£17/user/month if paid annually £24/user/month if paid monthly	€32/user/month if paid annually €47/user/month if paid monthly	Custom
Minimum users	1	3	3	Custom
Included phone number	1	1 per company	1 per user	1 per user
Unlimited calls (110  destinations)	✓	✓	✓	✓
SMS / MMS	✓	✓	✓	✓
AI Voice Agent	Virtual Receptionist	Basic	Advanced	Advanced
Call transcription & summary	✓	✓	✓	✓
Advanced IVR / Smart routing	—	—	✓	✓
Power Dialer	—	—	✓	✓
Parallel Dialer	—	—	Add-on	Add-on
Call campaigns	—	—	—	✓
Voicemail drop	—	—	—	✓
Omnichannel messaging	—	—	Add-on	Add-on
Native integrations (100+)	—	—	✓	✓
Advanced analytics & coaching (double listening, whisper)	—	—	✓	✓
Local Presence Dialing	—	—	—	✓
Single Sign-On	—	—	Add-on (Azure/SAML)	✓

Add-ons (available on plans from Smart):

• Empower (Conversational AI) — €39/license/month
• Omnichannel messaging — €29/license/month
• AI Voice Agent (AIRO) — від €0.19/minute
• AI Assistant (Target First) — €99/website/month
• Cadence (prospecting automation) — €59/user/month
• Team Activity Analytics — €5/license/month
• CRM Autofill — €5/license/month

Other Voice over Internet Protocol Services

Platform	Review site rating	Q2 2026 traffic and YoY	Features	Standout capability
Dialpad	G2 – 4.4 (4214) Capterra – 4.2 Trustpilot – 4.1	2,6 M, +14%	AI agents are built in a no-code workflow builder and connect to the company’s existing systems. Real-Time Assist (RTA) cards Sentiment analysis and call grading Keywords or events auto-capture during the call AI Recaps CRM and tech stack integrations	An admin sets up a Real-Time Assist card in advance: a trigger phrase, who has to say it, the agent, the caller, or either, and the note that should appear. It can be a refund policy, a competitor battlecard, or anything else. The card pops up on the agent’s screen the moment someone says that phrase during the conversation. If the same trigger comes up twice, the card only fires once, so the agent’s screen doesn’t fill with repeats.
3CX	G2 – 4.4 (547) Capterra – 4.4 (468) Trustpilot – 2.5 (174)	885,6 K, +3%	Core telephony on all plans AI-powered call transcription Multiple AI agents (Boss-Secretary, Personal Assistant, and AI Receptionist) on the AI plan. Advanced call centre features on PRO or AI plans. Video conferencing on plans starting from SMB Omnichannel messaging	3CX charges a flat annual price per system, set by the number of simultaneous calls, with no per-user fees. A free tier covers up to 10 users, including hosting, and the pricing page states there are no hidden add-ons. Hosting by 3CX or self-hosting is the customer’s choice.
Yay.com	G2 – 5 (1) Capterra – 5 (3) Trustpilot –4.9 (1059)	89 K, +14%	Voicemail and text-to-speech AI call features, such as transcription, summaries, and post-call actions Advanced call management and analytics Granular admin controls	After a call, AI Post-Call Actions prepare the next steps, such as a follow-up email draft or a booking for another meeting. Each call can also carry notes, tags, and a customer sentiment rating added through Call Feedback.
JustCall	G2 – 4.3 (2394) Capterra – 4.1 (225) Trustpilot – 3.8 (732)	684 K, -12%	AI Voice Agent Sales Dialer suite with five modes in one tool: Power, Predictive, Dynamic, Parallel, and Preview. AI Coaching by scoring calls and auto-flags key moments, like objections.One shared inbox for SMS, MMS, and WhatsApp. Call recording and AI transcription Smart call routing Workflows and integrations with 70+ platforms Live call monitoring	The AI Voice Agent answers inbound calls, qualifies a lead, books a meeting, and passes them to a rep. AI Coaching then scores reps’ calls against a custom rubric and flags objections, price mentions, and buying signals through Moment Analysis.
CircleLoop	G2 – 4.3 (12) Capterra – 4.5 (13) Trustpilot – 4 (187)	38 K, -13%	UK and international numbers Call routing by number, user, or team, plus out-of-hours forwarding Voicemail to Text and Email converts messages into text and delivers them to the activity feed or by email. Click-to-call extensions Conference calling	CircleLoop activates UK numbers (01, 02, 03, 07) instantly, so a team can start calling right away. A local area code gives a UK business a recognisable local presence from the first call.
CloudCall	G2 – 3.9 (76) Capterra – 4 (40)	28,9 K, -53%	Automatic Call Distribution CRM integration and Screen Pops AI Summaries Real-Time Coach and Whisper Real-time dashboards and Supervisor Panel Queue Callback	CloudCall links every interaction (call, SMS, voicemail, recording) to the contact’s CRM record. When a call arrives, the caller’s CRM profile opens on screen through Screen Pops, and after the call, the AI Summary and recording are saved to the same record.

Examined but not listed

Platform	Review site rating	Global Traffic Q3 2026	Missed Features
Soho66	Trustpilot – 4.9 (2,179) Capterra – 4 (1)	39,1 K	UK-based (89% UK, ~29k visits/mo) but a basic SMB VoIP service without call-analytics/CRM depth of tabled brands.
Gamma	Trustpilot – 1.6 (103)	–	Unstable networks cause latency (audio delay) and jitter (choppy or broken sound). Since Gamma Communications manages the backend infrastructure, you have a limited ability to modify core system behavior or perform deep custom third-party integrations

Frequently Asked Questions

What is call tracking software, and how does it help marketers?

Call tracking software links each phone call to the ad or keyword that produced it. Marketers see which campaigns bring in calls and move budget toward the sources that end in a successful conversion.

How does Dynamic Number Insertion (DNI) work, and which types of platforms support it?

Dynamic Number Insertion swaps the number shown on a webpage for one from a pool, so each visitor sees a unique number during their session and a call to it traces back to that visit.

What is the difference between call tracking and pay-per-call software?

Call tracking reports where a call came from and what was said on it. Pay-per-call software also handles the deal between publisher and advertiser: it routes each call to a buyer and calculates the payout once the call meets the agreed conditions.