Glossary · Phone system (PBX)
Call forwarding
In one sentence
Call forwarding automatically redirects calls arriving on a number or extension to another destination, such as a mobile, a colleague or voicemail, either always or only when the line is busy or unanswered.
Also known as : call forwarding · call forward · call diversion · call divert · forwarding rules · forwarding rule
What is call forwarding?
Call forwarding is a rule that tells the network or your phone system: “if a call comes in here, send it there”. Nothing happens at the moment of the call; it is all set up beforehand. It is what lets a sole trader take landline calls on their mobile, or a company send evening calls to an out-of-hours service. In the UK it is often called call diversion.
It is not the same as a call transfer, which only happens after someone has answered.
How it works
There are three classic triggers:
- Unconditional (or immediate): every call goes straight to the destination and the original phone doesn’t ring.
- On busy: only when the line is already on a call.
- On no answer: after a set delay, for example 20 seconds or four rings.
A modern phone system adds conditions on top: day of the week, opening hours, bank holidays or the user’s status. The destination can be a mobile, a colleague, a ring group or voicemail.
Two mistakes come up again and again. Chains of forwards (A forwards to B, which forwards to C) ring for ages and end as a missed call. And a forward left on after someone’s holiday keeps sending customer calls to a person who is no longer handling them. Whether the destination sees the original caller’s number or yours also depends on the setting, and matters when deciding whether to answer.
Example
A family-run joinery workshop in Kent advertises a single 01622 landline. During the day, the owner is often on site fitting kitchens. He sets a no-answer forward after 15 seconds to his mobile, so calls reach him without the caller noticing. At 6 pm, an unconditional forward sends everything to voicemail with a message giving opening hours. During the two-week summer shutdown, the forward points to a colleague’s workshop that covers urgent repairs. Customers keep calling the same number all year.
Call forwarding at Universal Telecom
On our virtual PBX, each user sets their own forwarding rules in the portal or the app, with time-based conditions. The mobile app also lets staff take PBX calls on their phone without a classic forward, and show the company number when they call back.
Frequently asked questions
What is the difference between call forwarding and call transfer?
Forwarding is automatic and set up in advance: the call goes elsewhere without anyone answering. A transfer is manual: someone has picked up and then passes the call to a colleague.
Does call forwarding cost extra?
Usually the forwarded leg is billed as an outbound call from your line to the destination, depending on your plan. With a phone system app on your mobile, calls arrive over the internet instead and no classic forward is needed.
Is call diversion the same as call forwarding?
Yes. Call diversion is the term many UK carriers and handset menus use; call forwarding is more common internationally. Both describe the same feature.
Related terms
- Call transfer
A call transfer passes a call that has already been answered to another extension or number, either straight away (blind transfer) or after briefing the colleague first (warm or attended transfer).
- Ring group
A ring group (or hunt group) rings several extensions for the same number, either all at once or one after another, so the first available colleague can pick up the call.
- Voicemail
Voicemail records a message when a call goes unanswered and makes it available to the recipient on their phone, in an app or by email, often with the caller's number and the time.
- Missed call
A missed call is an inbound call that nobody answered: the caller hung up while it rang or while waiting in a queue, or reached voicemail without speaking to anyone.
- Cloud PBX
A cloud PBX is a business phone system run by a provider in its data centres. Extensions, IVR menus, queues and call routing are managed from a web portal, with no PBX hardware on site.
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