What is call masking and how can it benefit your business?

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Have you ever had to call your food delivery courier? It may not have been obvious at first glance, but the number you dialed was masked.

This means that you weren’t calling the courier using their personal number but using a proxy allocated by the app. And, if the courier were the one calling you first, it would be the same on their end. You can expect this layer of privacy when businesses use call masking.

But what is masking? In this article, we will explore its definition, how it works, how it benefits businesses of all sizes, and how you can use it to protect contact details. Let’s begin.

What is call masking?

Privacy is an indisputable right of the digital consumer. For this reason, modern communication stacks always strive to secure personal information as much as possible. One way they achieve this is through call masking, which operates as a protective veil for personal contact details.

Call masking is a technology that protects privacy by concealing the real phone numbers of the parties in a conversation. It uses temporary, virtual numbers as intermediaries to connect calls, ensuring personal numbers remain private.

The legality of call masking varies depending on the jurisdiction and the specific purpose for which it’s used. For example, while call masking is legal in the U.S., the Truth in Caller ID Act of 2009 forbids individuals and companies to use it with fraudulent or malicious intent.

The backbone of call masking is the Voice over Internet Protocol (VoIP), which enables voice and multimedia communications over IP networks. By way of SIP trunking, VoIP allows for the dynamic routing of calls through temporary numbers.

Due to this, phone number masking is a capability offered by modern communication stacks such as:

• Communications Platform as a Service (CPaaS)
• Unified Communications as a Service (UCaaS)
• Contact Center as a Service (CCaaS)

The primary purpose of call masking is to protect users’ privacy and security. Keeping phone numbers private reduces the risk of misuse, harassment, or unwanted contact outside the scope of the service provided. It also allows businesses to control and manage their customer interactions.

How does call masking work?

Call masking works by generating a temporary number known as a mask and interposing it between the caller and the recipient when a call is made. These numbers are allocated from a pool managed by the service provider.

The temporary number is deactivated once the interaction ends, and neither party can access it. However, it can be recycled for future calls between different users.

Key features of call masking

Call masking has several key features that enhance communication privacy, security, and user convenience. We’ve explored them all below:

1. Temporary phone numbers

   By using temporary

   or ‘disposable’ phone numbers, businesses can open a communication channel with clients only when necessary. This grants them control over interactions based on the context of the service

   without the need for parties to exchange contact information.

2. Two-way anonymity

   By anonymizing phone numbers, call masking builds a safer environment for users to interact without fearing their contact information will be misused. This is particularly important in transactions or interactions where privacy is a concern.

3. Voice and chat messaging

   Phone number masking usually supports both voice calls and chat messaging through the same temporary numbers. This creates a versatile communication channel where users can choose whether to engage in long or short-term conversations.

4. Customizable settings

   Companies can customize how long a temporary number remains active, which suits a variety of business needs. This also ensures that customer interactions will be finalized exactly at the optimal time and without any privacy concerns.

5. Integration with mobile or web apps

   Call masking can be integrated directly into mobile and web applications. This allows users to make and receive calls without leaving the app.

   Moreover, businesses can offer additional features through app integration. Examples include call recording, call analytics, and customer feedback collection. This improves service quality and provides valuable insights into customer interactions.

How to choose the right service provider

Choosing the right call masking service provider for your business involves evaluating needs, privacy requirements, and goals. Here are some key steps to keep in mind:

• Ensure that the provider adheres to data protection laws and has robust security measures in place to safeguard data.
• Look for integration with your existing systems and platforms. The provider should offer APIs or SDKs that are compatible with your mobile apps and web platforms.
• Assess the provider’s network quality, including call clarity, reliability, and uptime guarantees.
• Compare pricing models to find a cost-effective solution. Consider setup fees, monthly charges, and per-minute rates for calls and SMS.
• Evaluate the provider’s reputation for customer support and ensure they offer solid SLAs that guarantee responsiveness.
• Check if the provider offers analytics and reporting capabilities that can help you monitor usage, understand communication patterns, and optimize operations.
• Look for providers who offer trial periods or demos. This can help you assess the platform’s compatibility with your needs and improve end-user experience.
• Research the provider’s reputation in the industry. Search for customer reviews, case studies, and testimonials to see other customers’ thoughts.

Practical benefits of call masking

Phone number masking offers many benefits that enhance user experience and operational efficiency. Here are the most notable ones:

• Enhanced privacy and security: Mitigates the risk of malicious activities such as identity theft, stalking, or scamming by eliminating the exposure of personal contact details.
• Trust between customers and businesses: Fosters a sense of security and reliability among users and encourages them to engage more freely with a business’ services.
• Compliance with laws and regulations: Helps avoid legal and financial repercussions associated with data privacy violations and ensures that operations align with global regulations.
• Increased sales and profits: Reduces friction in the buying process by allowing customers to engage with sellers without fearing for their privacy, which leads to repeat business and referrals.
• Lower communication costs: Streamlines customer service operations by centralizing communications and reducing the need for traditional systems, thus minimizing overhead costs.
• Data analysis and reporting: Provides valuable insights into customer behavior and interaction patterns through communication data analysis.

Potential challenges of call masking

While call masking has significant benefits regarding privacy and security, it also comes with potential limitations and technical challenges that businesses should be aware of. We’ve listed some things to consider below:

• Dependence on service providers: If your provider experiences downtime or network issues, it will directly impact your company’s communications. However, this rarely happens with reliable call masking solutions.
• Integration complexity: Embedding call masking into your existing mobile and web apps may require significant development effort, especially if your business systems were not designed to support the feature.
• Potential number unavailability: In regions with number shortages, using temporary numbers can lead to situations where you experience unavailability.
• Disjointed user experience: Customers might be hesitant to answer calls from unknown numbers, or confusion may arise from not recognizing the masked number.
• Access to emergency services: Using masked numbers can complicate tracing calls back to their origin, which can be a hindrance in an emergency.

Common use cases of call masking

Call masking is crucial in various sectors because it provides a secure way for businesses and customers to communicate. Here’s an overview of its common use cases, along with practical examples for each:

Ride-sharing and food delivery

Drivers and customers often need to communicate for coordination in ride-sharing and food delivery services. Phone number masking allows them to do this without revealing their personal phone numbers to each other by connecting them until the service is completed.

For example, a customer orders food through a dedicated app. The app assigns a temporary phone number to both the customer and the delivery driver. Using this number, they can share address info or updates about ETA without accessing each other’s real contact information.

Online marketplaces

Buyers and sellers who don’t usually know each other connect daily on online marketplaces. Call masking lets them communicate about products, prices, pickups, and deliveries while keeping their personal details private.

For instance, a buyer interested in purchasing a vintage wedding dress from a seller on an online marketplace. The platform allows them to mask the phone number when calling to discuss the item’s condition, price, and pick-up arrangements.

Telehealth services

Patients using telehealth services often require a confidential communication channel with their doctors. Call masking secures these interactions by ensuring that the personal contact details of both parties remain undisclosed.

For example, a patient using a telehealth app to schedule a virtual consultation with a doctor receives a temporary contact number. This enables a private discussion about health concerns while preserving patient confidentiality.

Customer service

Masking a cell phone number is useful for companies to engage in customer service interactions without exposing their agents’ direct lines. This keeps conversations within the context of a singular issue.

For instance, a customer support agent needs to call a buyer regarding a product warranty issue. By using a masked phone number to reach out, the customer doesn’t see the company’s direct support line. This adds a personal touch to the interaction.

Travel agencies

In the travel industry, travelers often need to contact service providers like hotel staff, tour operators, or local guides. Call masking facilitates these communications securely without forcing them to share personal contact information.

For example, a traveler who has booked a boat tour via a travel app can use a temporary number to call their guide directly from the app. In doing so, they can request details about the meeting point or ask questions about the itinerary while keeping their personal number private.

Legal services

Legal services require confidential communication between lawyers and their clients. Call masking helps uphold it by ensuring that direct contacts are not exposed during phone consultations or case updates.

For instance, a client needing legal advice can call their lawyer through a masked number provided by the law firm’s communication system. This protects both parties’ personal information throughout the legal process.

How to set up call masking

Setting up call masking for your business can enhance your communication strategy, as long as you have a cohesive approach to it. Below, we’ve provided a detailed step-by-step guide on integrating this feature into your business apps.

1. Understand how call masking works

Before implementing phone number masking for your business communication, it’s important to understand how it works. What system is it powered by, and why? The answer is VoIP technology.

VoIP is a flexible, scalable, and cost-effective solution that will add a number of capabilities to your infrastructure, including call masking. Therefore, you must first integrate the VoIP technology behind cloud telephony platforms if you haven’t done so already before proceeding.

This will allow for the easy provisioning of temporary phone numbers and can handle a large volume of calls simultaneously.

2. Choose a service provider

After understanding what goes on behind the scenes, it’s time to choose your service provider. Look for benefits such as high reliability, service quality, and adherence to data protection laws to make sure you select the best call masking software.

The service provider should also offer you an out-of-the-box comprehensive API for seamless integration. This will free up resources in the development department and speed up the implementation process.

If you prefer to use your existing telecommunication service for call masking, Bring Your Own Carrier (BYOC) is a great option that grants you control over routing and costs.

3. Integrate call masking into your apps

With the provided API, you can now embed call masking within your mobile app or web platform. This integration involves programming the API to allocate temporary numbers for each new user interaction automatically.

At this point, your development team can also tailor the feature to suit specific business needs. This includes setting the lifespan of temporary numbers based on the nature of the interaction and establishing call routing preferences.

4. Conduct tests and deploy

Conduct comprehensive tests in a controlled setting to ensure the call masking works as intended. Verify that temporary numbers are correctly assigned, calls are accurately routed via these numbers, and users’ actual phone numbers are kept confidential.

Once you’ve ensured the tests are successful, you can proceed to launch the implementation. Post-launch, make sure to keep an eye on the operation and fix any immediate problems.

5. Monitor and optimize the solution

After deployment, continuously monitor the call masking system to ensure optimal performance. Collect and analyze feedback to identify potential areas for enhancement. Along the way, optimize as needed to ensure high customer loyalty.

Conclusion

Through the strategic use of temporary phone numbers, call masking ensures the anonymity of all the parties in a conversation. This fosters customer trust and compliance with data protection regulations, which are two essential aspects of business success.

As part of a larger communications stack such as CPaaS or CCaaS, call masking has further solidified its role in diverse sectors, from ride-sharing to telehealth and everything in between. The feature has become crucial in navigating the complexities of digital communication in our pursuit of trustworthy interactions.