Call Forwarding: A UK Guide for Small Businesses

Call forwarding, also called call divert, automatically sends incoming calls to another number when you can't answer. It includes common options like forwarding all calls, forwarding when you're busy, forwarding after no answer, or forwarding when your phone is unreachable.

If your current thinking is “I'll just send calls to my mobile and that solves it”, there's a gap. Call forwarding only redirects the call. It doesn't guarantee anyone picks up. For a busy UK small business owner, that distinction matters because a forwarded call that still goes unanswered is still a missed opportunity.

In plain English, call forwarding is your phone network's way of saying, “If I can't get hold of you here, send the call there instead.” That “there” could be your mobile, a colleague, a landline, or an answering service. It's one of the oldest and most practical phone features around, and it's still useful because it helps keep your organisation reachable during meetings, site visits, holidays, and after-hours periods.

What Exactly Is Call Forwarding?

Call forwarding and call divert mean the same thing

In the UK, call forwarding and call divert are the same feature. Different providers and help pages use different wording, but they both describe the same idea: incoming calls are automatically redirected somewhere else.

A simple way to think about it is a Royal Mail redirection for your phone. Someone sends something to your usual address, but you've already told the system to pass it on to another address instead. Your phone network does the same thing with calls.

Historically, this feature has been around for decades. In the US, activation and deactivation were standardised with dial codes such as *72 and *73, and the basic concept developed from simple “forward everything” behaviour into more flexible rules for busy lines, no answer, and selected callers, as outlined in this call forwarding overview.

Why businesses use it

For a small business, the value is simple. If you're with a customer, driving between jobs, in a meeting, or away from the desk, you don't want callers to hit a dead end.

Calls can usually be redirected to places such as:

• Your mobile so you can answer while out of the office
• A colleague if someone else is covering
• A landline if you want calls to ring at a fixed location
• A handling system if you want calls managed more consistently

Practical rule: Call forwarding is best seen as a safety net. It's one of the core building blocks behind broader phone workflows such as call routing.

The main reason people get confused is that they expect the phone itself to handle this. Usually, the network is doing the heavy lifting. That's why call forwarding can still work even when you're not physically near your handset, depending on the type of divert you've set.

What Are the Different Types of Call Forwarding?

The four main types

Not all call forwarding works the same way. The key difference is when the forwarding kicks in.

Here are the four main types:

A useful UK detail is that call forwarding, also called call divert, commonly includes these exact triggers: unconditional, busy, no-answer and unreachable. On UK landlines, the no-answer divert code is \*61\*number# and the busy divert code is \*67\*number#, with no-answer typically happening after 15 seconds, as explained in this UK call divert guide.

Which type fits which situation

Each type solves a different problem.

Unconditional forwarding is the cleanest option when you already know you won't answer. If you're closed for the day or want all calls covered by someone else, this avoids wasted ringing time.

Busy forwarding is useful if you spend long stretches on calls. Instead of making the second caller wait or redial, you can redirect them immediately to another person or service.

If your business relies on speed, “busy” forwarding is often better than hoping callers will try again.

No-answer forwarding is the middle ground. Your phone rings first, giving you a chance to answer. If you don't, the call moves on. That suits owners who usually pick up but sometimes can't get to the phone fast enough.

Unreachable forwarding matters more than people realise. If your battery dies, your signal drops, or you're somewhere with patchy coverage, this setting can stop calls disappearing into the void.

For more advanced business call flows, these forwarding types often sit alongside tools such as an IVR, where callers choose an option before the call is sent to the right place.

How Do I Set Up Call Forwarding?

Set it up in your phone settings

Typically, the easiest place to start is the phone itself.

On iPhone, call forwarding is commonly available under Settings > Phone > Call Forwarding. On EE Business, Apple devices let you enable the toggle, enter the target number, and then show a phone icon with an arrow at the top of the screen when forwarding is active, as described in this EE Business call divert help page.

On Android, the path varies by manufacturer and version, so treat the menu names as [VERIFY]. In general, open the Phone app, go to settings, find calling or supplementary services, and look for call forwarding or call divert.

A practical setup flow looks like this:

1. Choose the destination first: Decide whether calls should go to your mobile, office line, a colleague, or another answering point. 2. Pick the rule: Do you want all calls forwarded, or only calls you miss? 3. Test it: Ring your number from another phone and check what happens. 4. Watch the caller experience: If the forwarded destination rings out too, the customer still hasn't been helped.

Set it up with network codes

You can also set up call forwarding with dial codes entered in the phone app. The exact codes can vary by provider, so for UK networks such as EE, O2, Vodafone, and Three, always [VERIFY] with your own network before using them.

A common pattern looks like this:

• Activation format: [VERIFY] often follows a structure like *code*number#
• Deactivation format: [VERIFY] often follows a structure like ##code#
• Network-specific commands: These differ, so don't assume one guide applies to every provider

For EE Business users, there's also a network route through the automated phone system by calling 150 and selecting option 1 > option 2 > option 4 > option 1 on supported accounts, according to the same EE help page noted above.

Check this before you switch it on: make sure the number you're forwarding to can actually take calls during the times you need cover.

If you're forwarding business calls from an existing number into a broader phone setup, this guide on connecting your existing number is a useful next step.

Why Is Call Forwarding Essential for Small Businesses?

It protects the moments when you can't answer

Small businesses don't miss calls because they don't care. They miss calls because real work gets in the way. You're on a ladder. You're serving someone at the counter. You're in a consultation. You're driving. You're already speaking to another customer.

That's why call forwarding matters. It creates a fallback path when your main number can't be answered in the moment.

The business case is straightforward:

• Lead capture: A new enquiry has somewhere else to go
• Customer service continuity: Existing customers aren't left wondering if anyone's available
• Operational flexibility: You can move between locations without making your phone number feel tied to one desk
• Professional cover: Your business appears reachable even when your team is stretched

It helps small teams act bigger

Call forwarding is also part of a wider shift in how businesses handle calls. 68% of companies now use these features to maintain consistent communication and avoid missed sales opportunities, according to this virtual phone number and call forwarding overview.

That matters because customers don't judge your staffing levels. They judge the experience. If they ring and no one answers, they don't think, “They must be busy.” They think, “I'll try someone else.”

A one-person business with smart call handling can feel easier to reach than a larger company with poor coverage.

This is also where AI starts to become practical, not theoretical. You don't need to replace your team. You can start simple and use AI to complement humans by handling first-response calls, routine questions, appointment requests, and language-first greetings before a person steps in where needed. For small and medium-sized organisations serving customers in different languages, that can make phone support far more manageable without forcing every call onto a member of staff.

How Do I Turn Call Forwarding Off?

The fastest way to cancel diverts

Turning call forwarding off is usually easier than setting it up.

If you enabled it in your handset settings, go back to the same menu and switch it off. If you used network codes, the quickest approach is usually a deactivation code.

The most useful code to know is the universal disable code for all forwarding types: ##002#, as noted in this call forwarding codes guide.

A sensible order is:

1. Dial `##002#` first if you want to remove all diverts at once. 2. Test your main number from another phone. 3. Check for leftover rules if calls still behave oddly, because some networks and devices can store settings differently.

If you only want to remove one type of forwarding, provider-specific deactivation codes may also exist, but those should be [VERIFY] with your network.

What Call Forwarding Can't Do and What to Do Instead

What forwarding leaves unresolved

What happens if your business number forwards perfectly, but the person receiving the call still cannot answer?

That is the limit of call forwarding. It changes the destination, but it does not improve what happens when the call gets there. For a small business, that difference matters. Routing a call is like redirecting a parcel to a different address. The parcel still needs someone there to open the door.

Many setups fall short in real life through scenarios such as these. A call goes to your mobile while you are with a customer. It goes to a colleague who is already on another call. It lands in voicemail, and the caller gives up. The forwarding worked. The customer still was not helped.

That is why call forwarding is best treated as the first step. It helps you avoid missed calls to one number, but it does not guarantee a useful answer.

Choose a destination built to respond

A stronger setup forwards calls to something designed to pick up consistently.

For some businesses, that means a receptionist or shared front desk. For others, it means a digital answering layer that can handle the first part of the conversation every time a call comes in. The goal is simple. Give callers an immediate response, even when your team is busy.

An AI receptionist does that job well because it covers the gap call forwarding cannot cover. It can answer straight away, handle routine questions, collect caller details, qualify enquiries, book appointments, and pass urgent or high-value calls to the right person. Your team still handles the work that needs human judgement. The AI handles the first contact so customers are not left waiting.

If you want to see how that setup works in practice, this guide to virtual receptionist software for small businesses explains the model in more detail.

The key point is simple. Forwarding a call to a busy mobile is only a partial fix. Forwarding it to an answering system that is always available gives your business a much better chance of turning that call into a booked job, a qualified lead, or a satisfied customer.

Frequently Asked Questions About Call Forwarding

Does call forwarding cost money?

Sometimes. It depends on your phone provider and plan. Some providers include call forwarding features as part of business telephony, while charges may still apply for the forwarded leg of the call, especially if you're forwarding to certain destinations. Check your provider's current terms and treat any exact charge as [VERIFY] before switching it on.

Is call forwarding the same as call divert?

Yes. In UK usage, the two terms mean the same thing. “Call divert” is often the more familiar phrase on mobile network help pages, while “call forwarding” is common in broader telephony and business phone discussions.

Can I forward calls to a landline?

Yes, in many cases you can. The destination doesn't have to be another mobile. You can often redirect calls to a landline, a colleague's number, or another business line, depending on your provider setup.

Can I forward calls to an international number?

In some setups, yes, but this is the sort of detail you should treat carefully. International forwarding may be available, but rules, compatibility, and charges vary by provider and plan. Always [VERIFY] before relying on it for customer calls.

Does forwarding guarantee my calls are handled properly?

No. It only guarantees the call is redirected. If the destination doesn't answer, the customer still hasn't been helped. That's why many businesses combine forwarding with a live answering process.

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