What Is a 13 Number in Australia? (13 vs 1300 vs 1800 Explained)

If you have ever called Australia Post on 13 13 49 or reached Telstra on 13 22 58, you have dialled a 13 number. These six-digit inbound numbers are among the most recognisable contact points in Australian business — but they are also among the most misunderstood. Many business owners searching for a professional phone number assume a 13 number is simply a shorter version of a 1300 number. In practice, the two are very different products, and for the overwhelming majority of Australian businesses, a 1300 or 1800 number is the more practical and cost-effective choice.

This guide explains exactly what a 13 number is, how it compares to 1300 and 1800 numbers across cost, availability, and routing capability, and how to determine which inbound number type suits your business.

What Is a 13 Number?

A 13 number — formally called a 13 SmartNumber — is a six-digit inbound telephone number that begins with 13, following the format 13 XX XX. Like 1300 and 1800 numbers, it is a virtual inbound number, meaning it is not tied to any fixed phone line or physical location. Instead, calls to the number are routed through the telecommunications network and forwarded to whatever destination the business configures — a head office landline, a call centre, a mobile, or a distributed team across multiple states.

The defining characteristic of a 13 number is brevity. Six digits are significantly easier for customers to recall from a television ad, a billboard, or the side of a delivery van than a ten-digit number. That memorability is the core reason large national organisations pursue them. Banks, airlines, government agencies, and major retailers — brands that run sustained, high-reach advertising campaigns — are the natural home of 13 numbers. Think 13 CABS, 13 FAIR (Fair Work Ombudsman), or 13 77 88 (Qantas). These organisations have the call volumes and marketing budgets to justify the premium cost and the operational complexity that 13 numbers carry.

How Are 13 Numbers Obtained?

This is where 13 numbers diverge sharply from 1300 and 1800 numbers. You cannot simply sign up for a 13 number through a service provider the way you can with a 1300 number. 13 SmartNumbers are a finite national resource managed and auctioned by the Australian Communications and Media Authority (ACMA) through the SmartNumbers online marketplace.

When a 13 number becomes available — whether through a new release or a previous holder allowing it to lapse — it goes to auction. Desirable combinations, particularly phonewords such as 13 PLUM or repeating patterns like 13 13 XX, can attract bids in the tens of thousands of dollars. Once purchased, the winning bidder registers as the number's Smart Custodian and then arranges a carrier to service the number. Annual custodianship fees and ongoing service charges apply on top of the initial acquisition cost.

The practical implication is that 13 numbers are genuinely scarce and expensive to acquire. A business that wants a memorable inbound number but does not have the budget for an ACMA auction — which describes most Australian SMEs — is far better served by a 1300 number, where phoneword combinations are widely available through standard service providers at modest monthly costs.

13 vs 1300 vs 1800: A Detailed Comparison

Understanding the differences requires looking beyond the number length. Call cost behaviour, routing capability, and the caller experience from a mobile all matter when choosing the right number type for your business.

Call Costs: Who Pays What

On a 13 number, callers pay a flat local call rate regardless of where in Australia they are calling from — this applies to calls made from standard landlines. From a mobile, however, the situation changes. Calls from mobiles to 13, 1300, and 1800 numbers are typically charged at the mobile carrier's standard rates and often counted against — or outside — the caller's included call allowances, depending on the plan. This is a meaningful consideration: as mobile-to-mobile calling has displaced landline use for most Australians, the "local call cost" framing applies to a shrinking portion of your inbound calls.

On a 1300 number, the caller also pays a local call rate from a landline. The business pays an inbound per-minute or per-call charge for calls that are answered. The cost structure is moderate and predictable, making 1300 numbers the standard choice for businesses that want a professional national number without absorbing the full cost of every call.

On an 1800 number, the call is entirely free to the caller from both landlines and, with many carriers, from Australian mobiles. The business carries the full cost of every inbound call. This makes 1800 numbers the natural fit for customer service lines, help desks, and any context where removing friction from the caller is a priority — for example, a business that serves regional customers who may be calling from landlines and are cost-conscious about call charges.

Comparison Table

Geographic Routing: A Feature All Three Share

One capability that 13, 1300, and 1800 numbers share is geographic call routing — the ability to direct inbound calls to different destinations based on where the caller is located. A business with offices in Sydney, Melbourne, and Brisbane can configure its inbound number so that callers from each state reach their nearest office automatically, without the caller needing to dial a different number.

This is particularly valuable for businesses with distributed operations. Combined with time-based routing — sending calls to an after-hours answering service outside business hours — and overflow routing to a backup number when lines are busy, inbound numbers give Australian businesses a level of call management sophistication that a standard local or mobile number simply cannot match. You can read more about how this works in our guide to how inbound call routing works and our overview of what call routing is.

When Does a 13 Number Actually Make Sense?

A 13 number makes sense when three conditions are met simultaneously: the organisation runs high-volume, high-reach national advertising where a six-digit number provides a measurable recall advantage; the organisation has the budget to compete in ACMA auctions and sustain the higher ongoing service costs; and the number itself — ideally a phoneword or memorable pattern — adds genuine brand equity.

For most Australian small and medium-sized businesses, none of these three conditions apply, and a 13 number would represent a significant cost for minimal practical benefit. A 1300 number delivers the same national presence, the same routing flexibility, and a comparable professional image at a fraction of the cost and complexity. For businesses focused on removing all barriers to inbound enquiries — particularly those serving consumers rather than other businesses — an 1800 number is worth considering, especially given that toll-free calls from mobiles are now standard on most Australian consumer plans.

The honest recommendation for an SME looking to establish a professional national contact number is to start with a 1300 number. Claim a phoneword that reflects your brand, configure geographic routing to your locations, and invest the cost difference into marketing activity that drives calls to the number. That is a more productive use of budget than competing at auction for a 13 prefix.

Choosing the Right Phone System Alongside Your Number

An inbound number is the front door — but what sits behind it matters just as much. A 1300 or 1800 number that forwards to a mobile with no IVR, no voicemail-to-email, and no call recording provides a limited customer experience. Pairing your inbound number with a capable business phone system means you can answer calls professionally, route them intelligently, and never miss an enquiry. If you are evaluating your options, our guide to the best phone system for small business in Australia is a practical starting point.

Frequently Asked Questions

Q: Can a small business get a 13 number in Australia?

A: Technically yes — any business can bid for a 13 SmartNumber through the ACMA SmartNumbers marketplace. However, desirable numbers often sell at auction for tens of thousands of dollars, and ongoing service costs are higher than for 1300 numbers. For most small businesses, a 1300 number provides equivalent national presence at a significantly lower cost.

Q: What is the difference between a 13 number and a 1300 number?

A: The primary differences are length, availability, and cost. A 13 number has six digits and is acquired via ACMA auction; a 1300 number has ten digits and is available from telecommunications providers at standard rates. Both charge callers a local call rate from a landline, but 13 numbers carry a higher prestige and scarcity premium.

Q: Are calls to 13 numbers free from a mobile?

A: No. Calls to 13 and 1300 numbers from Australian mobiles are generally charged at your mobile carrier's standard rates and may not be included in your plan's call allowance, depending on your provider. Calls to 1800 numbers are free from most Australian mobiles.

Q: How are 13 numbers different from 1800 numbers?

A: A 13 number charges callers a local call rate; an 1800 number is free to the caller, with the business absorbing the full call cost. 13 numbers are six digits and scarce; 1800 numbers are ten digits and widely available. Businesses that prioritise removing all cost barriers for callers — such as customer service operations — typically prefer 1800 numbers.

Q: Can I use a 1300 number as a phoneword?

A: Yes. Phonewords are available across both 1300 and 1800 numbers and are a popular way for businesses to create a memorable contact number. For example, a plumbing company might pursue 1300 PIPES or a similar combination. Pickle can help you search available phonewords when setting up your inbound number.

Ready to Set Up Your Business Number?

Whether you are establishing your first national contact number or reviewing your current inbound setup, Pickle's team can help you choose the right number type, configure call routing, and integrate your number with a business phone system that fits your operation.

Explore your options on our 1300 numbers page or 1800 numbers page, call us on 1300 688 588, or email [email protected] and we will find the right solution for your business.