Business Telephony: Part 1 — What Is IP Telephony and How It Works

IP telephony (VoIP, Voice over Internet Protocol) is the transmission of voice over the internet or another IP-based network instead of a traditional telephone line. Calls go through the existing internet connection, so there is no need to lay separate telephone cables or install a PBX on site. The main protocol for IP telephony today is SIP; the older H.323 is mostly found in legacy video conferencing systems.

Business features

• Multi-channel number. A single number can receive and make multiple calls simultaneously, and the caller does not hear a busy signal.
• Voice menu (IVR). An automated menu directs the caller to the appropriate department: “Press 1 to reach sales.”
• Call recording. Helps monitor service quality, train staff, and resolve disputes.
• Call forwarding. Calls can be forwarded to a mobile or another number so they aren’t missed outside the office.
• Call queue. If all agents are busy, the caller hears music or a message and stays on the line.
• Statistics. Reports show who called whom and when, and how long the call lasted. They reveal missed calls and can be used to assess the return on advertising.
• Virtual number. You can assign a local number from any region of Russia or another country regardless of where the office is located.
• Voicemail. If a call isn’t answered, the caller leaves a message that is sent to email or saved in the personal account.

How it’s useful for small businesses

• Cost savings. IP telephony is usually cheaper than traditional telephony, especially for long-distance and international calls.
• Organization. A single number, voice menu, and call distribution help prevent losing inquiries.
• Scalability. New lines and numbers can be added in the account dashboard, without laying cables.
• Mobility. Employees can take calls wherever there’s internet: in the office, at home, or on a business trip.
• Service quality. Quick responses and correct call routing reduce the number of lost customers.

Integrations

IP telephony is connected to other work systems:

• CRM systems (amoCRM, Bitrix24 and others). Calls are automatically saved to the customer card, you can call directly from the CRM, and on an incoming call the agent immediately sees the interaction history.
• Analytics and call-tracking systems. Show which advertising channel the call came from.
• Support services. The call is automatically logged as a ticket with a recording.

What to consider in Russia

As of September 1, 2025, amendments to the law “On Communications” (Federal Law of 01.04.2025 No. 41-FZ) are in effect: outgoing calls from numbers assigned to organizations and individual entrepreneurs must be marked. The recipient’s screen displays the company name and its field of activity. To enable this, a marking agreement is concluded with the telecom operator. This requirement does not apply to self-employed individuals.