Features and call handling

You can change the destination yourself from the dashboard or the mobile app, and the new routing applies on the next incoming call without a waiting period. Many businesses use this to forward calls to a colleague during a meeting, or to switch back to the office once the team is in.

Name dialling translates the letters on a phone keypad into digits, which is how 0800-FLOWERS becomes 0800-3569377 on the caller’s handset. Businesses pick name numbers because customers remember a brand word more easily than seven random digits, which usually drives a measurably higher response rate on billboards, vans, and radio.

Long numbers have seven digits after the area code, while short numbers have only four, which makes them easier to remember on advertising and faster to dial under time pressure. Ofcom removed the extra conditions on short numbers in March 2019, so any UK business can now request a short number under the same rules as a long one.