Startups need professional yet agile communication without the cost of traditional phones, of which there are many. Generally, both SMEs and startups resist large investments in infrastructure, in part because they know they may soon outgrow it.
This is where cloud phone systems, commonly referred to as VoIP, has a modern internet-based solution that is closer to an agile SaaS arrangement. This tech is a game-changer for nimble businesses because pricing models are often per-user or per-month rather than large hardware investments, like they used to be. The internet, of course, is economical in having lower rates and greater bandwidth than phone lines, too.
But, there are many providers out there in 2025, which is why we’ve put together an evaluation of the best!
Must-have features in a cloud phone system for small operations
When weighing up cloud phone systems, startups ought to place features that deliver immediate impact and support growth at the forefront. An example of this is having reliable core calling as it means crystal-clear call quality with dependable call forwarding (so no call is missed), along with efficient voicemail that ends up straight in your inbox.
There are many features to look out for, but the point to come back to is that SMEs and startups have their own unique needs. Keep in mind scalability, and how the reporting dashboard and its KPIs will cope with quickly growing operations. Customer support, too, will be important as you’re less likely to have an in-house team.
Comparing the top cloud phone system providers
The market for cloud phone systems is booming, so let’s cover the main providers that each offer something different.
Ringover has positioned itself as a comprehensive solution, but with a particular emphasis on small, growing businesses with customer-facing teams or ambitions for a more structured contact center setup. Its strengths are in having solid call management features, both inbound and outbound, which includes queue monitoring.
Perhaps best of all, Ringover has great analytics with visual tools like heatmaps that help understand call patterns. It also does well to integrate with CRMs, as this is important to get right early on for startups.
Users generally praise how easy it is, and how straightforward the pricing is. For example, the SMART (£17/user/month) and BUSINESS (£29/user/month) plans, which cater to struggling SMEs and fast-growing startups. For teams that are focused on outreach, its auto-dialer feature can be a big boost to productivity.
Grasshopper is frequently recommended for its simplicity and being a choice for solopreneurs (perhaps even freelance mortgage brokers and the like) as well as very small businesses that primarily needing to establish a professional phone presence.
So, its core strength is then, unsurprisingly, in having virtual phone numbers (local, toll-free or vanity) that can be easily forwarded to existing mobile or landlines (this separates business and personal calls on the same device). Setup is quick, and it has a lot of the basic features you would expect like custom greetings, voicemail transcription, business texting and basic call reporting.
Pricing is usually tied to a plan that has a set number of phone numbers and extensions, rather than a strict per-user fee for all features. This can be appealing for very small teams, but for businesses expecting growth, it’s not ideal, nor does it have great CRM integrations or analytics. So, this is for small projects that expect to remain small.
Google Voice (for Google Workspace) has a familiar but relatively cost-effective solution, though this applies more so to those already heavily invested in the Google ecosystem. As an add-on to an existing Google Workspace subscription, it does an adequate job of quickly providing users with a dedicated business phone number (accessible via web and mobile apps).
Voicemail transcription is also possible, along with strong integration with Google Calendar and Meet, such as do-not-disturb, but standard call forwarding and ring groups are also possible. The Starter plan is geared towards small teams of under 10 and domestic locations.
There is an appeal of going all-in on the Google ecosystem, but Google Voice may not be the best fit for businesses that need robust and standalone business phone features like advanced call reporting or third-party CRM integrations.
Ooma Office is another well-regarded provider that has a good balance between a comprehensive feature set and affordability. Ooma has flexibility with options for using their IP desk phones (so you can achieve a traditional office feel), but also has desktop and mobile apps for remote work.
Their plans include around 50 standard features, such as a virtual receptionist, extension dialing, music on hold, conference calling, etc. Higher-tier plans include features like call recording and voicemail transcription, which some find surprising not to be on the standard tier, along with video conferencing and enhanced call blocking.
CRM integrations are adequate, though businesses with very niche or extremely advanced call center requirements (like AI-driven analytics or extensive outbound campaign tools) might find Ooma to be too general.
Making the right choice
Choosing the right cloud phone system means reflecting on your own business needs, more than anything. How many users do you have now, but also what growth do you anticipate in the next year or two? Try to look at extreme cases, such as the most pessimistic and optimistic outlook, to see if the provider can accommodate both.
You can write a list of must-have features, then begin eliminating companies that don’t fit (e.g., eliminate Google because you’re using Taskforce CRM and there is no integration).
Budget constraints will, of course, play a role, but also evaluate the technical expertise within your own team. For example, opt for a system renowned for its ease of implementation and management, one that won’t necessitate a dedicated IT department, such as Ringover, who claim it’s as easy as 1, 2, 3.
Lastly, look at the availability and quality of customer support. Always use trial periods, and make sure to exit during the grace period if it’s not the right fit. While we put Ringover as a leading option, the correct decision depends on your existing needs and system.
