What is call forwarding, and how do you use it for your business?
Call forwarding, also called call diversion, sends calls for one number to another. It is how you get your calls answered when you are busy, away or closed, including by an AI receptionist, without changing your number.
The short answer
When forwarding is switched on, a call to your number rings somewhere else instead: another phone, a colleague, an answering service or an AI receptionist. The caller dials your usual number and never sees the change. You can forward every call, or only the ones you cannot take.
The four types of call forwarding
Forward all calls
Every call goes straight to the other number. Also called call forwarding unconditional, or divert all.
When busy
Calls forward only when you are already on the phone.
No answer
Calls forward after your phone has rung for a set time without being picked up.
Unreachable
Calls forward when your phone is switched off or has no signal.
How to forward calls on a mobile
Most phones have call forwarding in their settings. On most UK networks you can also dial these standard codes, putting the number you want calls to go to where it says number:
Forward all calls
Dial **21*number#
When you do not answer
Dial **61*number#
When busy
Dial **67*number#
When unreachable
Dial **62*number#
Cancel all forwarding
Dial ##002#
Your network may charge for forwarded calls, so check your tariff first.
On a landline or business phone system
Business lines and internet phone systems usually have forwarding in their online portal or app, with options for busy, no answer and out of hours. Traditional BT landlines offer call diversion as a service, so check the charges with your provider.
With the old analogue phone network closing by the end of January 2027, most businesses are moving to digital lines where forwarding is built in. Our guide to business phone and broadband covers the switch.
Forwarding calls to an AI receptionist
This is how an AI receptionist answers your calls without a new number. Most businesses forward when busy or when they do not answer during the day, then forward everything after hours. OptiFlow Lite answers, books into your diary and captures every caller’s details, from £49 a month.
Questions people ask
Does call forwarding cost money?
The forwarding feature itself is often free, but your provider may charge for the forwarded part of the call, as if you had made it. Check your tariff.
Will the caller know their call was forwarded?
No. They dial your normal number and hear it ring as usual.
Is call forwarding the same as call diversion?
Yes. Call diversion is the usual name in the UK and call forwarding is the same thing.
Can I forward only the calls I miss?
Yes. Forwarding on no answer, busy or unreachable sends only the calls you cannot take, so you still answer the rest yourself.
Never miss a forwarded call
Book a demo and we will show you the AI receptionist answering your own number.
Related reading: Mobile phone answering service, After hours call answering, AI receptionist for UK businesses, Business phone and broadband.