Call routing software directs incoming calls to the right person or team in your business. When a customer calls, the system uses smart rules to connect them with the best agent based on things like location, skills, or even just the time of day. This cuts down on annoying transfers and makes your team’s job a bit smoother.
The best call routing software blends intelligent call distribution with tracking and analytics, so you can actually see which marketing campaigns are working - and make sure callers reach the right person fast.
Most modern options are cloud-based, so you don’t have to mess around with pricey hardware or complicated setup.
Picking the right call routing platform can really lift your customer service and help you get more out of your marketing. The top choices offer:
- Skill-based routing
- Live reporting
- Integrations with tools you already use
- And more
Here’s a rundown of some leading platforms to help you figure out what fits your business and budget.
CallRail
CallRail gives businesses call tracking and routing tools to follow phone leads and connect callers with the right people. It’s a mix of straightforward routing features plus marketing analytics and conversation intelligence.
Features & benefits
CallRail’s Call Flow Builder lets you design custom routing that guides callers from the start to the right solution. You can set rules for routing based on things like time of day, where the caller is, or which campaign they came from.
Examples of what you can do with our call routing technology:
- Create a menu to send sales calls to one phone number and support calls to another phone number.
- Create a schedule to route calls to certain agents or departments based on your company’s business hours.
- Forward a call to one phone number, and then if they don’t answer, ring a group of phones using a Round Robin.
- Capture and transcribe voicemails automatically.
- Use your SIP endpoint to receive calls.
CallRail takes this to the next level with Voice Assist, a 24/7 phone answering AI agent.
Voice Assist steps in where human agents can’t - answering, qualifying, capturing, and routing leads intelligently. Together, they form a seamless, 24/7 call flow that maximizes lead capture and conversion - without additional headcount.
Other CallRail features that pair well with call routing
There’s also dynamic number insertion (aka visitor tracking) - basically, your website shows different phone numbers depending on how someone found you. That way, you can track which marketing channels are actually driving calls.
Call recording and transcription capture every conversation for review or training. Listen to calls, tag outcomes, and measure lead quality from different sources.
Keyword-level attribution links calls back to specific search terms in Google Ads, so you can see which keywords are bringing in real conversations - not just website traffic.
Most importantly, our integrations let you connect CallRail with popular tools like Google Ads, HubSpot, and Salesforce, syncing call data with your marketing and sales systems.
Audience
CallRail fits small to mid-sized businesses that want reliable call tracking without a headache. Local service pros - think plumbers, attorneys, contractors - like the easy interface and quick setup.
Marketing agencies juggling multiple clients can use the reporting to show which campaigns are paying off. It’s clear and makes it easier to prove value.
Businesses spending on paid search get a lot out of the keyword tracking. If Google Ads or Bing Ads are part of your strategy, CallRail shows which search terms actually lead to calls.
The platform’s best for companies with moderate call volumes and basic routing needs. If you’re running a massive call center, you’ll probably want something more robust.
Geographic limitations mean CallRail is only available in the US, Canada, UK, and Australia. If you’re global, this isn’t the one for you.
Pricing
CallRail starts at $50 per month for the standard plan, which gets you five local numbers and 250 minutes. You get call recording, keyword analysis, and dynamic number insertion right out of the gate.
The Call tracking + AI plan is $100 monthly, adding call transcriptions and keyword analysis - handy if you want to track key insights from conversations too.
The complete suite at $195 monthly bundles everything together. You get all the basics, all the AI, and all the tracking tools in one plan.
Extra charges apply if you go over your included minutes or need more phone numbers. If you’re handling lots of calls, you can increase as needed.
Plans are billed monthly, and pricing scales depending on your needs for numbers, minutes, and features.
“I've used Callrail for my businesses for two years now, and it does a great job at most things that I need it for with call routing, recording, and sending notifications. The customer engagement is phenomenal, and I get a lot of value from the informational resources and webinars that Callrail makes available.”
– Andrew S., Small-Business (50 or fewer emp.) Marketing and Advertising Company
CallTrackingMetrics
CallTrackingMetrics brings advanced call routing and conversation analytics to help you track leads and improve customer interactions. It’s flexible, with routing options for different channels and solid reporting tools.
Features & benefits
CallTrackingMetrics covers call routing across multiple channels. Set up basic call forwarding, or use custom interactive voice menus (IVRs) and automated queues.
Smart routing lets you create rules based on caller data - route by location, caller history, or even website behavior. Calls can be distributed evenly or weighted based on your preferences.
It’s not just phone calls, either. You get routing for SMS, chat, and form submissions, keeping all customer interactions together.
Geo-based routing connects callers with local reps automatically, so you don’t have to shuffle calls between regions. The system just figures it out.
You can tweak routing rules anytime - no IT ticket needed. Change call flows for holidays, special events, or just because. Each team can have its own routing setup.
Audience
CallTrackingMetrics is a good fit for marketing agencies and sales teams needing detailed call analytics. It’s especially useful for businesses with multiple locations or distributed teams, or those running complex marketing campaigns.
Marketing agencies can track campaign performance across channels and show clients which ads are actually moving the needle. The reporting is detailed enough to prove ROI.
Sales teams get lead routing and follow-up tools. Hot leads are distributed quickly, and you can automate text follow-ups after missed calls.
Customer service teams use the routing to keep wait times down and avoid unnecessary transfers. If your call volume changes a lot during the year, you can adjust routing rules on the fly.
Pricing
CallTrackingMetrics starts at $79 per month plus usage fees with their most popular package being available for $179 per month.
There are entry-level plans for basic tracking and routing starting at $79/month plus usage fees, but advanced features like conversation analytics or custom integrations are only available in the $179/month plan.
CTM usage fees are $2/month for local numbers and toll-free numbers are $3/month. Don’t forget about including .04 cents per minute
You can add features as you go. Standard integrations come with the base plans, but custom integrations and advanced analytics bump you up to higher tiers or add extra fees.
Invoca
Invoca delivers AI-powered call routing and conversation intelligence, helping businesses tie marketing performance to phone conversions. It’s all about connecting your digital campaigns to real phone calls, with deep analytics and smart routing.
Features & benefits
Invoca’s dynamic call routing connects callers to the right agent using real-time data. It checks caller location, web activity, and search keywords to make routing decisions on the fly.
Intent-based routing filters out support calls from sales calls, so your sales team spends time with actual prospects while customer service requests go to the right place.
Agents get real-time caller data - screen pops show which webpage the caller visited and what keywords they used, right as the call comes in.
Conversation intelligence uses AI to analyze calls and pull out insights. You can see which campaigns drive the best leads and spot missed sales opportunities.
For businesses with multiple locations, geographic routing sends calls to the nearest or most relevant center automatically.
Marketing attribution links calls back to digital campaigns, so you know exactly which ads and keywords are bringing in phone conversions - not just web forms.
Audience
Invoca is made for enterprise businesses that depend on phone sales and have complex marketing. It’s a favorite in industries where calls mean big revenue - think healthcare, automotive, finance, and home services.
Marketing teams use it to prove ROI from campaigns that generate calls. Sales managers get better lead quality and agent productivity.
It shines for businesses with multiple locations or call centers, especially if you need routing based on caller intent or history.
Large sales teams like being able to route qualified leads straight to sales, while support requests get filtered out automatically.
Pricing
Invoca runs on enterprise pricing - no standard rates online. You’ll need a custom quote based on call volume and required features, plus a minimum 1 year contract.
Contact sales for pricing. Plans are tailored to your call volume, users, and integrations.
The platform is really for mid-market to enterprise customers. The price reflects the advanced AI and enterprise-level capabilities.
Pay-per-call programs get special pricing for qualified calls and conversions, which is handy if you only want to pay for actual results.
Most setups require setup fees and ongoing monthly costs. It’s usually worth it if you’re handling thousands of calls a month and those calls are valuable.
Dialpad
Dialpad brings together AI-powered call routing, real-time analytics, and seamless CRM integrations. It’s flexible enough for small businesses and big contact centers, with routing options and multilingual support.
Features & benefits
Dialpad offers four main routing types: Fixed order routing (calls go to agents in a set order), Round robin routing (calls are spread out evenly), Skills-based routing (matches callers to the agent with the right know-how), and Idle time routing (sends calls to whoever’s been free the longest).
The AI features are a real draw. Real-time voice transcription means every call is captured automatically, and call summaries help agents get up to speed fast.
Analytics show you call volume trends and average response times. You can see which menu options get used most. It’s actually useful for improving your phone system over time.
Dialpad supports several languages - English, Spanish, French, Japanese, German. Custom greetings let you set the right tone.
In-queue callbacks let customers hang up and get a call back instead of waiting on hold. That’s a nice touch for customer experience.
Audience
Small businesses can get up and running quickly and handle more calls without extra hires. It’s great for teams of 5-50 people.
Contact centers get advanced features like sentiment analysis and live agent coaching. The platform can scale to hundreds of agents.
Sales teams benefit from CRM integrations - think Salesforce and HubSpot. Calls are logged automatically, and you can even embed dialers in your CRM.
Remote teams like that it’s cloud-based. Agents can work anywhere there’s internet, and mobile apps keep everyone in the loop.
Pricing
Dialpad Connect is designed as a unified communications platform that brings calling, messaging, and AI-powered meetings into a single workspace. At roughly $27 per user each month on a monthly plan, it gives small teams the ability to simplify how they collaborate, replacing multiple apps with one streamlined solution.
The benefit is improved productivity and less tool fatigue, since employees can manage conversations, video meetings, and internal chats without constantly switching platforms.
Dialpad Support caters specifically to customer service and support teams that need more robust contact-center capabilities. Priced between $95 and $170 per user each month, depending on the tier, it includes tools like:
- IVR
- Intelligent call routing
- Monitoring
- AI-driven scorecards
- and customer satisfaction metrics.
The clear advantage is faster, more efficient handling of customer issues, along with better coaching and oversight for agents - ultimately improving the overall customer experience.
Dialpad Sell is built for outbound sales teams, with pricing that ranges from $49 up to $170 per user each month. It provides sales-specific tools such as power dialing, voicemail drops, real-time AI assistance, and guided playbooks to keep reps on track during calls.
The net benefit is higher efficiency in prospecting and outreach, as reps can move through call lists faster, deliver consistent messaging, and rely on AI insights to increase conversions and close more deals.
Aircall
Aircall delivers cloud-based call routing with solid CRM integrations and team collaboration tools. It’s especially handy for sales and support teams who want simple call management plus strong integration options.
Features & benefits
Aircall gives you flexible call routing - calls get directed based on time, agent skills, and who's actually available. You can set up smart rules so calls end up with the right person, not just whoever picks up first.
There's call queuing with a callback option, which is honestly a relief for anyone who's tired of waiting on hold forever. If agents are tied up, callers can wait or just ask for a callback - no need to keep listening to the same hold music.
Key routing features include:
- Skills-based routing to match customers with expert agents
- Time-based routing for different hours or days
- Round-robin distribution to balance agent workloads
- Priority routing for VIP customers
You can monitor calls in real time and tweak routing rules on the fly. Managers can even listen in and quietly coach agents during live calls - customers won’t hear a thing.
The software plugs into over 100 business apps - think Salesforce, HubSpot, Shopify, and a bunch more. Call data just flows right into your CRM, which saves so much manual work.
AI-powered call summaries make it easier for agents to get up to speed on conversations. There are also analytics for tracking call performance and seeing if your routing rules are actually working.
Audience
Aircall is really aimed at growing companies that care about customer service and sales calls. That’s mainly because Aircall has a 3 license minimum to use their platform. It’s especially handy for support teams dealing with a constant stream of calls.
Sales teams get a lot out of the CRM integrations and call recording - makes tracking leads and following up way less of a headache.
It works for companies with anywhere from 3 to 500+ employees, but you do need at least 3 licenses to get started, so it’s probably not ideal for tiny teams.
Best fit for:
- Customer support centers
- Sales organizations
- E-commerce businesses
- SaaS companies
- Real estate agencies
If you want a phone system that’s easy to set up and doesn’t require a ton of fiddling, Aircall is a solid pick. Teams that live and breathe CRM data will get the most out of all those integrations.
Pricing
Aircall asks for at least 3 user licenses on any plan. Monthly billing’s a bit pricier, but if you’re willing to pay for the year upfront, you’ll save about 25%.
Plan options:
- Essential: $40 per user per month (minimum 3 users)
- Professional: $70 per user per month (minimum 3 users)
- Custom: Pricing varies (minimum 25 users)
Essential covers the basics: call routing, voicemail, and some handy integrations. If you bump up to Professional, you get things like more detailed analytics, call whispering, and priority support - pretty useful if you’re growing fast.
Custom is for bigger teams and comes with enterprise perks like advanced reporting and a dedicated account manager. The price? Depends on what you need and how many people you’ve got.
Every plan gives you unlimited calls in the US and Canada. If you’re calling outside those areas, international rates kick in depending on where you’re calling.
There’s a 7-day free trial, so you can poke around before putting any money down.
FAQs
What makes CallRail stand out?
CallRail's unique features include its Call Flow Builder for custom routing, marketing-focused tools like dynamic number insertion and keyword-level attribution, and its AI-powered agent, Voice Assist, which can answer and qualify leads 24/7.
Who is CallRail's ideal audience?
It is best for small to mid-sized businesses, local service professionals (plumbers, attorneys), marketing agencies, and companies that invest heavily in paid search ads like Google Ads.
Why does CallRail seem to have the edge for marketing agencies?
CallRail is the clear winner for marketing agencies as its features, like our agency partner program, are specifically designed to prove the value and ROI of campaigns to clients. It's clear, client-focused reporting provides the undeniable proof agencies need to demonstrate which marketing channels are successfully driving calls.
