Guide
Virtual receptionist or answering service: the difference
Updated
The names are marketing rather than definitions, and the same provider will happily sell you all four. The distinction that matters is what the agent is allowed to do.
Talk to a specialist Ten UK answering services, how each one actually charges, what the published entry price buys, and which two will not quote until you call.
Answering service options: four levels of service
- Message taking
- The agent answers in your business name, takes the caller's details and the reason for the call, and sends it to you by email, text or a portal. Answer4u describes this as its core, storing details in an online client portal. Message Direct calls it its bread and butter. Cheapest, and enough if your problem is simply that nobody answers.
- Call handling with transfers
- The agent screens the call and can put it through to you if you want it. This is where connection fees and screening rules matter: JAM states it will pick up any call and give you the chance to answer it or not, without charging a connection fee if you take it.
- Virtual reception
- The agent works from a script, answers common questions, qualifies leads and books into your diary. ReceptionHQ splits this into two priced tiers, MyAssistant for lead capture and CRM updates and MyDiary for appointment scheduling, both from £30 a month plus VAT. Pocket Receptionist states bookings into Google, Outlook and Calendly and CRM bookings into Zoho, HubSpot and Salesforce.
- Outsourced contact centre
- A team, often dedicated, handling inbound and outbound work: complaints, order taking, help desk, emergency response. CallCare sells this explicitly and lets you choose between a shared operator pool and a smaller dedicated team. Moneypenny sells bespoke customer teams, an outsourced switchboard and multichannel customer service.
The question that puts you in the right tier
Ask what you want to happen when a customer calls with a question your receptionist could answer from a one-page script.
- 'Take a message and I will call back': you want message taking, and should not pay for more.
- 'Book them in': you want virtual reception, and need to check the diary integration specifically.
- 'They will be upset and it needs handling properly': you want a dedicated team, and you are in quote-only territory.
Where AI now sits
Most established UK providers now sell an AI receptionist alongside the human service. Moneypenny lists an AI Receptionist and an AI absence line as distinct products, Answer4u sells an AI receptionist, and AnswerConnect sells live chat support beside live call answering. Face For Business states the opposite: no bots or AI answer its calls.
Those are different products with different prices and different failure modes, and this comparison deliberately covers the human services. If you are considering an AI answering product, price it separately and test it on your worst caller, not your easiest one.
Hours are part of the product, not a setting
Seven of the ten providers we compared state 24/7 or 365 day cover in some form. ReceptionHQ goes further, stating there is no after-hours surcharge for evenings, weekends or bank holidays.
Pocket Receptionist publishes extended hours of 08:00 to 20:00 on every plan instead. Face For Business answers 8am to 8pm on weekdays with shorter weekend hours, and Office Answers 08:30 to 18:00 Monday to Friday. These are legitimate and clearly stated positions, and not the same product.
If the reason you are buying is the 11pm emergency call-out, the hours column is the only column that matters. The follow-up question is what the out of hours cover costs.
All service descriptions are what each provider states on its own pages, read on 15 August 2026, and for Face For Business and Office Answers on 23 October 2026. We have not used these services and this comparison carries no ratings or test results.