Your phone number is often the first real interaction a customer has with your business. Before they speak to anyone, before they read a proposal, before they sign anything — they dial. A 1300 number for business gives you one consistent national contact point that works whether you have one staff member or twenty, one office or several. The right number is memorable enough to survive a radio ad. The right routing means callers actually reach someone. Getting both right is what this guide is about.
What Is a 1300 Number and How Does It Work?
A 1300 number is a ten-digit virtual inbound number regulated by the Australian Communications and Media Authority (ACMA). Unlike a landline tied to a physical location, a 1300 number is a routing layer — callers dial it, and the call is forwarded to wherever you configure: a mobile, a landline, a VoIP phone system, a call centre, or a combination of destinations depending on the time of day, the caller's location, or which staff member is available.
This flexibility is what makes 1300 numbers so practical. A sole trader can route calls to their mobile during the day and to voicemail overnight. A multi-location business can route Sydney callers to the Sydney office and Melbourne callers to Melbourne, all from the same advertised number. You can read more about how this works in detail in our guide to how inbound call routing works.
Because 1300 numbers are virtual, businesses do not own the number outright — they hold a Right of Use (ROU) granted under the ACMA numbering plan. In practical terms, this means you control the number, you can change providers if needed (number portability applies in most cases), and the number remains associated with your business for as long as you maintain it. Think of it as a long-term business asset rather than a subscription you abandon when you switch carriers.
From the caller's perspective, 1300 numbers are often called "local rate numbers" because landline callers are typically charged at standard local call rates. Mobile callers may incur charges depending on their plan and carrier — this is worth noting in your customer communications, particularly if your audience skews heavily towards mobile.
Standard 1300 Numbers vs SmartNumbers and Phonewords
Not all 1300 numbers are equal from a marketing standpoint. The six digits following the 1300 prefix fall into two broad categories, and which one suits your business depends largely on how you plan to advertise.
Standard 1300 numbers are randomly assigned sequences — something like 1300 482 691. They are widely available, often free or very low cost to obtain, and perfectly functional for most businesses. If your customers primarily find you online, save your number in their contacts, or interact with you through a CRM, a standard number does the job without any premium.
SmartNumbers and phonewords are a different proposition. A SmartNumber is a highly memorable number pattern — repeating digits, sequential runs, or a number that spells a word on a phone keypad (a phoneword). Examples include 1300 555 555, 1300 LAWYERS, or 1300 CLEANER. Because they are instantly recognisable and easy to recall after a single exposure, they significantly improve response rates in advertising channels where repetition is limited: radio, outdoor, print, and broadcast TV.
The trade-off is cost. SmartNumbers are auctioned or sold at a premium, ranging from a few hundred dollars for moderately memorable sequences to thousands of dollars for highly desirable phonewords. If your business runs any volume of offline or audio advertising, the investment typically pays for itself through improved enquiry rates.
Pickle maintains a searchable inventory of available phonewords and SmartNumbers — you can explore your options on our 1300 phonewords page.
Understanding the Costs of a 1300 Number
1300 number costs have three distinct components, and understanding all three helps you budget accurately and compare providers fairly.
1. Number acquisition cost. Standard numbers are typically free or included with your service plan. SmartNumbers and phonewords carry a one-off purchase price that reflects their market value — expect anywhere from $250 to several thousand dollars for premium sequences. This is a one-time cost, not recurring.
2. Monthly access fee. This covers the hosting of your number, the call routing platform, your reporting dashboard, and any included features such as IVR menus, call recording, or voicemail-to-email. Plans typically start around $10–$20 per month for straightforward configurations and scale upward for higher-feature or higher-volume requirements.
3. Per-call or per-minute charges. This is where the detail matters. Charges vary depending on where the call originates (landline vs. mobile) and where the call is forwarded to (landline, mobile, or VoIP). Landline-originated calls forwarded to a landline destination tend to be the lowest cost. Mobile-originated calls and calls forwarded to mobiles attract higher per-minute rates.
As a practical example: a business receiving 200 calls a month predominantly from mobile callers, with calls forwarded to a mobile, will pay materially more in per-call charges than a business receiving the same volume from landlines into an office. If your audience is largely mobile — which is increasingly the case — factor that into your provider comparison rather than just looking at the access fee.
Reputable providers offer month-to-month services with no long-term lock-in. Always request the Critical Information Summary (CIS) before signing up, as it details all charges and minimum terms in a standardised format.
How 1300 Numbers Compare to Other Business Phone Options
Choosing a 1300 number makes more sense in some contexts than others. Here is how it sits alongside the alternatives:
| Number Type | Best For | Caller Cost | Key Business Benefit |
|---|---|---|---|
| Local number (02, 03 etc.) | Location-specific businesses | Standard local call rate | Strong local identity, lower cost |
| Mobile number | Sole traders, field staff | Standard mobile rate | Direct access, full mobility |
| 1300 number | National enquiries, sales, multi-location | Usually local rate from landlines | Professional national presence, flexible routing |
| 1800 number | Customer support, service lines | Free for most landline callers | Removes cost barrier, increases inbound volume |
If your primary objective is removing all cost friction for callers — particularly for a support or service function — an 1800 number is worth considering. If you want a national presence without the higher running costs of a fully tolled number, a 1300 number is typically the right fit for sales and enquiry lines.
For a broader look at inbound number types, our article on what a 13 number is covers the shorter-format option that some established brands use.
A Decision Framework for Choosing the Right 1300 Number
Rather than a generic checklist, work through these four questions in order. Each one narrows your options.
1. What is your budget for the number itself? If you want to keep upfront costs to zero, a standard randomly assigned 1300 number is the right starting point. If you are willing to invest in brand recall — especially for advertising — shortlist SmartNumbers and phonewords that relate to your business name or service category. This single decision determines your number tier.
2. How important is memorability in your marketing? If your primary acquisition channel is digital (Google Ads, SEO, social), customers will click a link rather than remember a number, and a standard number is sufficient. If you run radio, outdoor, TV, or print advertising where a prospect hears or sees your number once and needs to recall it later, memorability directly affects your response rate. In that context, a phoneword or strong SmartNumber is a commercial decision, not an aesthetic one.
3. How complex does your call routing need to be? A single-person business routing all calls to one mobile is simple — almost any provider will handle it. A business with multiple locations, overflow rules, time-of-day routing, IVR menus, call recording, and CRM integration needs a provider whose platform supports all of that without enterprise-level pricing. Confirm feature availability before you commit, not after. Our guide to phone systems for small business in Australia is a useful companion read if you are also evaluating your broader phone infrastructure.
4. What call volume do you expect? Lower-volume businesses (under 100 calls per month) are typically best served by simple plans with modest monthly fees and standard per-call rates. Higher-volume businesses should request custom rate cards, as the economics often favour higher monthly plans with lower per-minute rates once call volume exceeds a certain threshold. Run the numbers against your expected call mix before signing.
On the provider side: rather than getting caught up in carrier tier classifications, evaluate on the features that matter to your business, the quality of local support, and whether number portability is clearly guaranteed. Those three factors will serve you better than any technical category label.
Frequently Asked Questions
Q: Are 1300 numbers free to call?
A: Not entirely. Callers dialling from a landline typically pay the cost of a standard local call. Callers dialling from a mobile may be charged depending on their mobile plan and carrier — many mobile plans include calls to 1300 numbers in bundled call allowances, but this varies. It is worth noting this distinction in your marketing if your audience is primarily mobile.
Q: Can I route a 1300 number to a mobile phone?
A: Yes. Call forwarding to a mobile is one of the most common configurations, particularly for small businesses and sole traders. Keep in mind that forwarding to a mobile typically attracts a higher per-minute charge than forwarding to a landline or VoIP system, so factor this into your cost calculations.
Q: Can I keep my 1300 number if I switch providers?
A: In most cases, yes. 1300 numbers are portable under the ACMA numbering plan, meaning you can transfer your number to a new provider without losing it. Always confirm portability terms with your provider before you activate the number, and check whether any transfer fees apply.
Q: What is a SmartNumber and do I need one?
A: A SmartNumber is a 1300 number with a memorable digit pattern or a phoneword — a sequence that spells a recognisable word on a phone keypad. You need one if memorability in advertising is important to your business. You do not need one if customers primarily contact you through digital channels. The premium is worth paying for advertising-heavy businesses; it is optional for everyone else.
Q: Are 1300 numbers a good choice for small businesses?
A: Yes, particularly for businesses that want to project a national presence, manage calls flexibly across staff or locations, or keep their contact number consistent as the business grows. The entry cost is low, the routing flexibility is high, and the number stays with you regardless of which provider you use or how your team structure changes.
Get Your 1300 Number Through Pickle
Pickle helps Australian businesses choose, activate, and manage professional 1300 numbers with flexible call routing, full number portability, and local support.
Explore available numbers and plans at our 1300 numbers page, call us on 1300 688 588, or email [email protected].