Session Initiation Protocol (SIP) is a communication protocol used in VolP networks. SIP routing, also known as SIP trunking, allows users to make phone calls that bypass traditional telephone system.

How SIP routing works

Massive amounts of data are sent across worldwide networks in real-time; SIP routing leverages these transmissions to allow user to establish direct connections for Voice-over Internet Protocol (VoIP). Installed either as a hardware or software, VoIP allows voice and multimedia communication to be transferred across the internet via cloud-based telephony.

One SIP device locates and sends out an invite to another within the network. The device acting as the recipient then replies with a 200 response code — the equivalent of an “OK” — to establish that the invite has been accepted. A similar action then takes place at the other end of the shared conversation, which allows people from all over to connect and transfer information via desktop, desk phones, and mobile devices.

SIP routing for marketing

As a cost-efficient and flexible form of communication, SIP routing has been widely adopted by many companies and most carriers. In the case of marketing, SIP routing has become vital for businesses, especially those with multiple locations. Acquiring multiple phone numbers to assign to their designated locations and using SIP signaling allows calls to be routed to the proper departments and locations.

Options like softphones are especially useful in marketing because of their flexibility and hassle-free installation. More importantly, SIP routing allows business to track which phone numbers and locations are receiving the most calls. This additional insight can give marketers a view of where and when phone calls are received, which helps them measure the impact and ROI of their marketing efforts.