What Who’s Calling does

Who's Calling, Inc. is a private U.S. corporation headquartered in College Station, Texas, founded in 1998 as a pioneer in call measurement and multi-channel marketing attribution. The company provides a web-based call tracking and analytics platform that enables businesses to assign unique toll-free numbers to each marketing campaign and attribute inbound phone calls back to specific advertising investments, capturing caller data, call recordings, and routing intelligence in real time. Its modular product suite spans inbound and outbound call tracking, call recording (Voice View), real-time desktop alerts (REACT), CRM data export (Call Sync), intelligent call routing, speech-recognition keyword analysis (RECOGNIZE), human-evaluated call rescue (RESCUE), DNC compliance (Call Safe), voicemail broadcasting, and toll-free number provisioning, all delivered without requiring hardware or software installation. The platform is protected by three U.S. patents covering call tracking and measurement technology.

The company operates a direct-to-consumer B2B go-to-market via inside sales (866.876.8000), field sales consultations, and a self-service web portal, with no disclosed public pricing tiers. Revenue is generated through recurring subscriptions to the core platform plus premium add-on modules. Its customer base spans over 35,000 owners and managers, concentrated in automotive dealerships (16 of the top automotive groups), home builders (3 of the top 5), and lead management/CRM providers (20 of the largest). The company maintains wholly owned subsidiaries including ClickPath (acquired 2006), StandardCall, AimData ADVANTAGE, and Sales ADVANTAGE, and operates in a strategic relationship with Reynolds & Reynolds under an RCI-certified integration for ERA and POWER dealer management systems. Geographic service is limited to the United States and Canada.

Name

Who’s Calling

Legal name

Who's Calling, Inc.

Website

https://whoscalling.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

251–500 employees

Short description

Who's Calling is a private College Station, Texas-based SaaS company, founded in 1998, that provides web-based call tracking, attribution, recording, and analytics to automotive dealers, home builders, CRM providers, and general B2B advertisers across the United States and Canada.

Ownership category

akta.pro rank

Product category

Call Tracking and Marketing Attribution Software

NAICS

Custom Computer Programming Services (541511), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Prepackaged Software (7372)

akta.pro primary industry

Customer Service/Support CRM & Contact Center Platforms (BPAFAFAK)

akta.pro secondary industry

Marketing Automation & Campaign Management CRM (HDAEAFAB)

Keywords

• Call tracking software
• Marketing attribution
• Call analytics platform
• Inbound call tracking
• Call recording solutions

Headquarters

HQ city

College Station

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Call Tracking Services Subscription: SaaS-based subscription model providing toll-free numbers, real-time call tracking, attribution reporting, and analytics. Clients pay for access to the platform which includes unlimited toll-free numbers for marketing campaigns. No hardware or software installation required.
2. Call Recording and Management: Revenue generated from call recording features, Voice View, and call management tools that enable staff training and quality assurance.
3. Premium Add-on Services: Additional revenue from premium features including RESCUE call evaluation service, REACT desktop application, RECOGNIZE speech recognition, Call Sync CRM integration, and Call Safe compliance tools.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Who's Calling provides a web-based call tracking and attribution SaaS platform that assigns unique toll-free numbers to each marketing campaign so businesses can identify which ads generate phone calls, measure marketing ROI, record calls for staff training, route calls intelligently, and synchronize call data with CRM systems. The platform is modular with premium add-ons including speech-recognition analytics (RECOGNIZE), professional call evaluation (RESCUE), a real-time desktop notification app (REACT), CRM synchronization (Call Sync), and Do Not Call compliance (Call Safe). All services are delivered via the web with no hardware or software installation required by the client.

Product overview

Who's Calling offers a suite of call attribution and multi-channel marketing solutions built around a core platform of Inbound and Outbound Call Tracking combined with Call Recording. The platform is modular, allowing users to mix and match add-on services including real-time monitoring (REACT), speech analytics (RECOGNIZE), CRM integration (Call Sync), custom reporting dashboards (MyDASH, SNAPSHOT), intelligent number management (Intelligent Toll-Free Numbers, Local Number Tracking), call handling tools (Call Routing, Call Forwarding, Voicemail Broadcasting, Click To Talk, Click To Call, Missed Call Notification), compliance tools (Call Safe), call recording playback (Voice View), and professional call evaluation services (RESCUE). All services are web-based with no hardware or software installation required.

Differentiator

Problem solved

Functional benefit

Brands

• ClickPath: Marketing and sales optimization solution.
• REACT
• SNAPSHOT
• MyDASH
• Voice View
• Call Sync
• Call Routing
• Call Safe
• Voicemail Broadcasting
• RECOGNIZE
• ClickPath

Products and services

• Inbound Call Tracking Assigns unique toll-free numbers to each marketing campaign and tracks which advertising efforts generate inbound phone calls, enabling ROI measurement and lead attribution for businesses that advertise across multiple channels.
• Outbound Call Tracking Tracks outbound contact with customers and prospects using dedicated toll-free numbers, measuring sales force productivity and screening outbound calls against Do Not Call registries.
• Inbound and Outbound Call Recording Records inbound and outbound calls for playback, enabling staff training, quality assurance, and lead identification through actual call recordings.
• Missed Call Notification Captures information on every call including unanswered calls, busy signals, and after-hours calls, presenting missed opportunities for instant email follow-up.
• Voicemail Broadcasting Automated tool for contacting entire customer bases via voicemail to deliver consistent messages, increase customer loyalty, and improve engagement.
• Click To Talk Communication tool that allows text, pictures, or graphics on websites or marketing emails to initiate calls, boosting conversion rates and capturing prospect data.
• Click To Call Enables contacting customers directly from the Call Manager application, with automatic DNC list checking and a whisper feature announcing customer information.
• RECOGNIZE Speech-recognition technology that analyzes call recordings for predefined keywords, identifying marketing campaign success, competition references, hot leads, and quality service issues in near real time.
• MyDASH Virtual dashboard allowing users to create customized call data reports, displaying up to five reports such as Call Metrics, Total Calls Per Day, and Total Missed Calls Per Day.
• SNAPSHOT Report product displaying call activity broken down by customer or agent, including date/time, call type, campaign info, agent details, duration, status, recordings, and journal notes.
• REACT Windows desktop application providing real-time screen notifications for inbound and outbound calls, with call recording playback, Click To Call, and agent assignment capabilities.
• Call Safe Do Not Call compliance tool that registers businesses with the FTC national Do Not Call list, provides staff training, and offers an online DNC list search tool to help avoid federal fines of up to $16,000 per incident.
• Call Routing Suite of intelligent routing options including Auto Attendant, ZIP Code Routing, Area Code Routing, Time-of-Day Routing, Round Robin Routing, Pullback Routing, and Caller-Entered Data Routing.
• Call Sync Enables export of call data (phone number, name, address, recording) to any application that can receive the information, such as CRM databases, maximizing lead management data.
• Local Number Tracking Tracks local numbers that behave like toll-free numbers, allowing businesses to maintain a local presence while accessing telephony features and web-based reporting.
• Intelligent Toll-Free Numbers Provides easy-to-remember vanity and repeater toll-free numbers from the national 800-number database, with keyword and business name search capabilities.
• Voice View Records inbound calls for playback via online reports or email, featuring a Whisper pre-announcement to sales agents about which advertisement prompted the call.
• RESCUE Service utilizing certified call evaluation professionals to screen calls for mishandled conversations and lost opportunities, notifying predefined personnel for prompt follow-up.
• Call Forwarding Sends unanswered calls to another location, voicemail, or prerecorded message, with configurable ring settings before forwarding.

Quantifiable outcome

• 30% improvement in marketing ROI for automotive dealership
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature12 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Reynolds & ReynoldscoreTechnology or IntegrationReynolds & Reynolds is a Business Associate partner. The Reynolds Certified Interface Program allows non-Reynolds software application-providers to have supported integration with ERA and/or POWER dealer management systems. Who's Calling's integration is RCI Program certified, helping ensure dealer information security, privacy, confidentiality, integrity, and supportability.
• National Automobile Dealers Association (NADA)coreOthersNADA, founded in 1917, represents more than 17,000 new car and truck dealers. More than 91 percent of U.S. new-vehicle dealers are NADA members. Who's Calling is an affiliated member, providing call tracking services to dealer members.
• National Apartment Association (NAA)minorOthersNAA is America's leading advocate for quality rental housing. Who's Calling maintains membership to serve multifamily housing owners and managers who use call tracking for marketing attribution.
• Direct Marketing Association (DMA)minorOthersDMA is the leading global trade association of businesses using direct marketing tools and techniques. Who's Calling maintains membership as a provider of direct marketing measurement solutions.
• Yellow Pages Association (YPA)minorOthersYPA is the largest trade organization of the print and digital media industry. Who's Calling maintains membership as a call tracking solution provider for Yellow Pages advertisers.
• Apartment Association of Greater Dallas (AAGD)minorOthersAAGD has provided professional services for over 50 years for the rental housing industry. Who's Calling maintains membership to serve Dallas-area apartment industry members.
• KeyTrakminorStrategic or Co-development PartnerKeyTrak is the world's leading provider of key and asset tracking systems. Listed as a Business Associate partner, serving similar markets (automotive dealers) with complementary solutions for operations and asset management.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Genesys: Genesys is a large enterprise contact center and customer experience platform offering routing, recording, analytics, and workforce engagement. It overlaps with Who's Calling on call routing, recording, and analytics but addresses larger contact-center deployments rather than SMB call attribution.
• Twilio: Twilio is a cloud communications platform providing programmable voice, SMS, and contact center APIs used by enterprise developers and ISVs. While not a direct competitor to Who's Calling's end-user call-tracking product, Twilio powers many call tracking and contact center solutions and represents a broader incumbent in telephony infrastructure underlying the category.
• Five9: Five9 is a cloud contact center provider offering intelligent routing, IVR, recording, and analytics for enterprise customer service and sales operations. It competes with Who's Calling in the broader call handling and recording space, though focused on larger contact-center deployments.
• NICE Ltd: NICE is a global enterprise software provider of contact center, analytics, and customer engagement solutions, including call recording, speech analytics, and quality management. It overlaps with Who's Calling's RECOGNIZE, Voice View, and call management capabilities but at a much larger enterprise scale.
• HubSpot: HubSpot is a leading CRM and marketing automation platform with built-in forms, landing pages, and lead capture workflows, plus integrations with call tracking tools. It is a broader incumbent in marketing/CRM and a partner channel for Who's Calling's Call Sync CRM integration.

Direct peers

• CallRail: CallRail provides call tracking, analytics, and form-tracking software to SMB and mid-market businesses across verticals such as legal, dental, and home services. It is a direct competitor on call attribution, dynamic number insertion, and marketing ROI reporting, often serving smaller and more digitally-native buyers than Who's Calling.
• DialogTech: DialogTech (now part of Invoca) provides call attribution and analytics solutions for enterprise marketers, with deep integrations into marketing automation platforms. It historically competed with Who's Calling on multi-channel attribution and was a benchmark in the automotive call-tracking space prior to its acquisition.
• Marchex: Marchex is a public call analytics and conversation intelligence company that helps businesses attribute inbound calls to marketing campaigns and extract insights from call content. It competes with Who's Calling in automotive and home services verticals, with a focus on AI-driven conversation analytics at enterprise scale.
• Invoca: Invoca is a leading AI-powered call tracking and conversation intelligence platform serving marketers across verticals including automotive, healthcare, and financial services. It directly competes with Who's Calling on inbound call attribution, speech analytics, and CRM integrations, but with a more modern SaaS architecture and self-serve onboarding.
• CallTrackingMetrics: CallTrackingMetrics offers call tracking, routing, recording, and conversation analytics targeted at SMB and mid-market advertisers. It competes directly with Who's Calling across call attribution, IVR routing, and CRM sync, with a stronger emphasis on self-serve SaaS and integrations with platforms like HubSpot and Salesforce.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/whoscalling
• Facebookfacebook.com/whoscalling
• LinkedInlinkedin.com/company/who's-calling

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Who’s Calling