1300 vs 1800 numbers: which should your Australian business advertise?

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What is the difference between a 1300 number and an 1800 number?

A 1300 number is an Australian local rate number, while an 1800 number is a freephone number. In simple terms, callers usually contribute to the cost of a 1300 call, whereas the business generally carries the inbound call cost for an 1800 service.

The Australian Government explains that numbers beginning with 1800 are free calls and numbers beginning with 13 or 1300 are local rate calls, at least from a fixed-line service. (infrastructure.gov.au)

“Local rate” does not necessarily mean “free” or even the same price for every caller. The ACMA guidance on call charges notes that some plans include calls to 13 and 1300 numbers while others do not, and that 1800 calls are usually free from landlines.

Are 1300 numbers free to call in Australia?

No. A 1300 number is not automatically free to call, particularly from a mobile phone, although many plans include some calls to 13 and 1300 numbers.

From a fixed line, a 1300 call is commonly charged at a local or fixed rate. From a mobile, the caller’s telco and plan determine whether the call is included, charged from an allowance or billed separately.

This matters if your customers are tradespeople, commuters, younger consumers or anyone likely to call from a mobile. The ACMA mobile-plan guidance specifically warns that calls to 13, 1300, 18 and 1800 numbers may not be included in every mobile plan.

For marketing, avoid writing “call us free on 1300”. That wording can be misleading. Use “call us on 1300…” or explain the applicable call conditions if caller cost is important to your audience.

Are 1800 numbers free from mobile phones?

An 1800 number is generally designed as a freephone service, but the caller should still check their mobile provider’s conditions. The ACMA’s landline call-charge guidance says 1800 numbers are usually free from landlines, while mobile plans can treat included calls and special number ranges differently.

For an Australian SMB, the practical lesson is not to promise “free from every phone” unless your provider and customer terms support that wording. “1800 freephone number” is safer, with a note such as “mobile charges may depend on your plan” where appropriate.

You should also consider customers calling from overseas, satellite services, some VoIP services or older business phone systems. Some services may not connect to Australian 13, 1300 or 1800 numbers, so publish an alternative geographic number or contact method if interstate or international access matters.

Which number is cheaper for a small business?

A 1300 number is often the lower-risk starting point because the caller and business share the cost structure, but the cheapest option depends on the provider’s monthly fee, routing charges, included minutes and where calls are answered. An 1800 number can cost more when call volumes are high because the business is positioned to carry the call cost.

Do not compare only the advertised monthly access fee. Check the provider’s Critical Information Summary and ask for the rates for calls from mobiles, calls routed to mobiles, after-hours calls, voicemail, call recording and overflow destinations.

Your cost model should include:

For a small office, the routing design can influence the bill as much as the number type. A call that rings five staff members, overflows to a mobile and then reaches voicemail may create a different cost profile from a call answered immediately by one office handset.

Should a small business choose a 1300 number or an 1800 number?

Choose a 1300 number when you want a recognisable national business number for everyday sales and service without making free calling the main promise. Choose an 1800 number when removing caller cost is a clear part of the customer experience and your budget can support the additional inbound usage.

A 1300 number usually suits:

An 1800 number may suit:

The prefix is only one part of the decision. A well-routed 1300 number with a short menu, sensible overflow and fast answer time can create a better experience than an 1800 number that sends customers through a long queue.

If you need to decide how calls should move between sales, accounts and support, start with the wider business phone system types and selection guide.

Does a 1300 or 1800 number make a business look more professional?

A national inbound number can make a small business appear easier to reach and less dependent on one employee’s mobile number. It does not, by itself, prove that the business has a large office, a national branch network or a contact centre.

The stronger signal comes from what happens after the caller dials. A clear greeting, a short menu, accurate opening hours and a reliable fallback destination matter more than whether the number begins with 1300 or 1800.

Keep your advertised number consistent across your website, Google Business Profile, email signatures, vehicles, invoices and social profiles. If customers see different numbers in different places, they may not know which one is current.

For call handling, see how to design an auto attendant menu callers can use. The aim is not to create a complicated phone tree; it is to help callers reach the right person with minimal effort.

What is a smartnumber and is it worth buying?

A smartnumber is a memorable 13, 1300 or 1800 number with a pattern, repeated digits or a phoneword, such as a number that spells part of a business name. It can be useful when customers need to remember the number after seeing it on a vehicle, sign or offline advertisement.

The ACMA smartnumber guidance confirms that smartnumbers can include patterns such as repeated digits or phonewords and may involve a one-off allocation charge in addition to the service cost. The charge varies according to the number’s classification and memorability.

A smartnumber is worth considering when:

It may not be worth paying extra when most customers find you through search, click-to-call buttons or online forms. In that case, clear digital placement and reliable call routing may produce more value than an expensive number pattern.

Which number should you advertise on your website and marketing?

Advertise one primary inbound number for the main action you want customers to take, then use tracking numbers only when you have a clear reason to measure a campaign. For most Australian SMBs, a 1300 number is the sensible default, with an 1800 number reserved for situations where freephone access supports the offer.

Use this decision guide:

If yes, a 1300 or 1800 number can provide a national contact point. If you serve international customers, also show a geographic or international contact option.

If yes, assess an 1800 number. Do not assume the number is free from every device or plan.

If yes, model the provider’s rates before choosing 1800.

If yes, prioritise memorability, pronunciation and easy transcription.

If yes, ask whether separate numbers can route to the same team while reporting calls by source.

Confirm how caller ID will display. ACMA states that 13, 1300 and 1800 numbers cannot be used for CLI overstamping, so an outbound presentation number may need separate planning. (acma.gov.au)

If you are moving an existing number, keep the mechanics separate from this decision. Read how VoIP number porting works for Australian businesses before changing providers.

Can a 1300 or 1800 number ring a small office and mobile phones?

Yes. An inbound number can usually be configured to ring office handsets, desktop applications, mobiles, hunt groups, queues, voicemail or an answering service, depending on the provider and plan.

For a three-to-20-handset office, a practical setup might ring reception first, then a small sales or service group, then an agreed overflow destination. The number stays the same even when staff work from home or answer calls through a business phone app.

You can also use a business number on a personal mobile in some setups, but the separation between personal and business calls should be clear. See how to use a business number on your personal phone for the available approaches.

Before advertising, test the complete caller journey:

What should an Australian SMB check before choosing a number?

Check the caller charges, business call charges, routing features, number availability, service inclusions and exit conditions before committing. The number prefix is important, but the provider’s implementation determines how useful it will be day to day.

Ask the provider:

For a broader setup review, see NexGen’s small business phone system guide.

NexGen can look at a small business phone setup and work through the routing with you, including which number to advertise, where calls should ring first and what should happen when nobody answers.

FAQ

Is a 1300 number better than an 1800 number?

A 1300 number is usually the better starting point for general business enquiries because it provides a national presence without positioning every call as free to the caller. An 1800 number is stronger when eliminating caller cost is central to the service or campaign.

Do customers pay to call a 1300 number from a mobile?

They may, depending on their mobile plan and provider. Businesses should avoid describing a 1300 number as free and should check the provider’s current call-charge conditions.

Does an 1800 number cost the business more than a 1300 number?

It can, because an 1800 service generally places more of the inbound call cost on the business. Compare monthly fees, included minutes, mobile routing, call duration and overflow charges rather than comparing the prefixes alone.

Can I use both a 1300 and an 1800 number?

Yes. Some businesses use one number for general enquiries and another for a campaign, support line or high-value service. Both numbers can route to the same small business phone system, provided the routing and reporting are configured clearly.