How to choose the right phone number

Let’s look at some choices businesses can make to give themselves consistency around the world and future-proof themselves (as far as is possible) from regulation changes.

1. Work to the lowest common denominator: Where you operate in multiple territories, base your global numbering choices on the rules in the most restrictive location. For example, the U.S. doesn’t allow toll-free numbers as Caller ID, so don’t use them as Caller ID anywhere if you can.

2. Use numbers in the way they were intended: Where countries have specific numbering plans, it may be legal to use numbers outside of their intended use. However, if you do this, it’s likely to leave you vulnerable to regulatory changes in the future. For example, if there’s a dedicated range for cell (mobile) phones, do not use those numbers as Caller ID in your contact center — it’s not a cell (mobile) phone.

3. Be aware that the rules around voice and SMS often differ: It’s hard (sometimes impossible) to use the same number for voice and SMS today. Even where possible, the situation can change quickly. In countries that support alpha and short-codes for SMS, consider using these for your business messaging.

4. Buy the number from, or port the number to, your CCaaS and UCaaS provider: It’s often tempting to try and keep numbers you own on different platforms and forward these to landing numbers on your cloud provider. However, an increasing number of countries are specifically prohibiting using numbers that are not allocated directly to a platform as Caller ID; meaning you won’t always be able to present these numbers (which customers identify with you) on outbound calls.

Now we’ll take a closer look at these recommendations. (Note that this global guidance is generic, but there are local cultural expectations to consider as well.)

Work to the lowest common denominator

In some countries, you can’t use non-geographic numbers as your Caller ID for voice calls. For example, in the U.S. you aren’t allowed to use toll-free numbers as Caller ID. And some countries that do allow non-geographic numbers as Caller ID are tightening and changing their rules.

If you operate in multiple territories, you have a choice between managing your numbering differently for each location or simply sticking to the simple rule of using basic, geographic numbers as Caller ID everywhere. The benefit of consistency is reduced risk; it gives you the best chance of avoiding problems when regulations change. You can mitigate the impact on answer rates by using local geographic numbers as Caller ID, which allow you to give your company that local identity.

Use numbers in the way they were intended

Outside of the North American numbering system, most countries have separate ranges for geographic numbers, cell (mobile) numbers, and other special purpose numbers. While not always enforced by regulation, the expectation is that numbers will be used only for their intended purposes. In countries where fraud and spam are a particular concern, it’s very easy for a regulator to rapidly change the rules to enforce the numbering plan, with very little moral argument available to businesses that are choosing to use numbers outside of their intended purpose.

For example, cell (mobile) numbers are intended to be allocated (via a SIM or eSIM) to a physical handset and used for person-to-person communication. Some companies like to use these numbers as their contact center Caller ID because consumers are more likely to answer the call — in effect, the company is (with no malicious intent) “tricking” them into thinking it’s a person calling them.

In France, businesses can no longer use mobile phone numbers except for calls or SMS directly from the cell (mobile) that the number is allocated to. In Spain, you cannot use mobile numbers unless you have a pre-existing relationship with the consumer you are contacting and they know the number belongs to you in advance.

It is important to consider what the number range allocations are actually intended for when you choose numbers for your business. If you’re considering (legally) using a number outside of its intended purpose because it will make it more likely for consumers to answer, you should consider why they’re more likely to answer (and what a regulator might think of that in the future).

Be aware that the rules around voice and SMS often differ

United States

The North American numbering system does not differentiate between cell (mobile) numbers and landline numbers. However, the rules around their use are different. Specifically:

• You cannot use toll-free numbers as the Caller ID for calls in the U.S., but you can use them as the “from” number for SMS.

• You can use any geographic numbers as the Caller ID for calls and as the from number for SMS. However, numbers used by companies for SMS in the U.S. need to be 10DLC registered (including company, brand, and campaign registration). While a company can use any geographic number they own as their Caller ID for any call, they can only use it as the from number on an SMS that matches the purpose of the registered campaign.

North America does not support alpha or shortcodes for SMS. However, split-porting can often be used to allow a business to use the same number (subject to 10DLC rules in the U.S.) for voice calls and SMS.

Rest of the World

In the rest of the world, we have different ranges for different types of numbers. It’s increasingly difficult to use cell (mobile) numbers to send business SMS. However, most countries do support alpha and shortcodes.

When making and receiving voice calls and sending and receiving SMS outside of North America, your safest option is to:

• Use toll-free (freephone), non-geographic, or geographic numbers for inbound calls

• Use appropriate non-geographic (but not toll-free) or geographic numbers for Caller ID

• For notification SMS — which cannot be replied to — use a registered alpha address as your from number.

• For two-way business SMS, use a registered short-code as your from number.

This works because, in countries where there are specific number ranges and alpha/short-code support, consumers know this and usually expect to be communicated with in this way.

Buy the number from or port the number to your CCaaS and UCaaS provider

Where businesses can prove they own (or have a right to use) a number, it is common for a cloud provider to allow this number to be used by the business as Caller ID. Unfortunately, this is open to abuse and can be an easy target for regulators in their battle against fraud and spam. To give yourself the best chance of having your calls delivered, you should make sure the numbers you use as Caller ID are purchased from or ported to your cloud provider.

For example, in Poland, for cell (mobile) numbers in particular, you can only use a number as Caller ID if:

• The call egresses from the cloud provider onto the carrier that owns the number

• The platform making the call has the number allocated to it (i.e., the number belongs to that platform)

In recent months, Vonage has observed the tightening of regulations around the world, sometimes with as little as two weeks notice of the change taking effect; this can be devastating to manage if you have published numbers in print or adverts. While following the recommendations does not guarantee you will be unaffected by changes to the rules, doing so does give you the best chance of uninterrupted service.

It’s important to also consider what fraud and spam actually mean. Fraud is typically understood to mean tricking someone to their disadvantage. While it might seem harmless, tricking someone into answering a call they would otherwise reject is a (mild) form of fraud. 

Spam is typically understood to mean harassing someone. It’s part of a valid business model to “cold call” prospects to offer them your valuable services, but unsolicited calls can be considered a (mild) form of spam. Always remember that consumers are entitled to actively avoid these calls if they want to, and regulators are duty bound to act in the consumer’s best interest, regardless of the impact this may have on businesses.

If your business heavily relies on using phone numbers outside of their intended purpose to improve call answer rates, or if you rely on significant levels of cold calling, it’s worth considering whether this is still viable — or will remain viable — in the territories in which you operate.

Getting Started

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