In-App Calling: Everything You Need to Know
Prashanth Kancherla
Mar 10, 2025 | 12 mins read
With to engage customers effectively. Traditional telecom channels still handle 75% of interactions, causing delays and loss of context. So, why entirely depend on traditional telecom channels when internet-based in-app calling offers a better way?
In-app calling makes it easy for customers to make calls or receive support without having to switch between different platforms. The result? More convenience, faster resolutions, and better engagement.
What Is Customer Obsession?
Customer obsession is about placing your customers at the core of every decision you make. It goes beyond simply satisfying their needs—it’s about actively working to improve their experience at every touchpoint, anticipating what they want, and addressing their concerns before they even raise them.
What Is In-App Calling?
In-app calling is a feature that allows users to make voice or video calls directly from a mobile or web application. It uses internet connectivity, rather than traditional phone networks, to enable real-time communication. This means users can connect instantly without needing to leave the app.
Customers expect convenience, and in-app calling meets that demand. Whether they’re reaching out to customer support, connecting with a seller, or communicating with other users, they can tap a button within the app and start a call.
How Does In-App Calling Work
In-app calling allows users to make voice or video calls directly through an app without using traditional phone networks. Here’s a breakdown of how it works:
In-app calling lets you make voice and video calls directly from within an app. Here’s how it works in simple terms:
- Initiating the Call: When you tap the call button in the app, the app starts by establishing a connection to the internet. Depending on your device and connection, it chooses whether to = to send your call information to the recipient.
- Connecting to the Receiver: The app then sends a signal to the recipient’s device, letting them know that a call is coming through. If they accept, the app uses its internal technology to establish a link between both devices. This link is made via the internet rather than through traditional phone lines.
- Real-Time Communication: Once connected, your voice or video is transmitted in real-time using a method called WebRTC (Web Real-Time Communication). This allows the app to send and receive data for live communication, which means you can speak and hear your conversation immediately, without delays.
- Transmitting Audio and Video: As you talk, the app takes your voice or video, compresses it, and breaks it into smaller pieces called data packets. These packets travel over the internet to the other person’s device, where they are reassembled to recreate the conversation. The app’s system is built to keep the data flow steady for smooth communication.
Key Features of In-App
In-app calling offers a comprehensive set of features that make communication easier and more efficient. Here’s a detailed look at the key features that contribute to a great in-app calling experience:
Reliability
A reliable in-app calling service ensures users can make and receive calls without interruptions. With a 99.9% uptime guarantee, calls should be consistently available, with minimal disruption or dropped connections. This level of reliability is crucial for user satisfaction, ensuring that they can rely on your app for seamless communication whenever needed.
Low Latency (Speed)
Latency refers to the delay between sending and receiving data during a call. For smooth, real-time communication, in-app calling should have low latency, ideally under 150 milliseconds. Low latency ensures that conversations feel natural, without noticeable delays, making the interaction much more like a face-to-face conversation. It helps avoid awkward pauses and miscommunications.
High-Quality Audio and Video
For a great in-app calling experience, audio and video quality must be clear. Video calls should have a minimum resolution of 720p HD, and for high-end services, 1080p should be available. High-definition audio ensures that every word is heard clearly, avoiding muffled sounds or distortion. Good quality calls lead to more effective communication, whether it’s for business meetings or casual chats.
Interactivity and Engagement
In-app calling shouldn’t just be about voice or video but also how users interact during the call. Features like in-call messaging (sending text messages), emoji reactions (quick visual responses), and virtual hand-raising (a way to get attention without interrupting) make calls more engaging. These features allow users to communicate in different ways, improving the overall experience and keeping conversations lively.
Notifications
Users should be notified of incoming calls, even if they’re not currently using the app. Push notifications alert users about an incoming call, ensuring they don’t miss important conversations. Notifications should be timely, clear, and easy to act on, making the process seamless whether the app is running in the background or closed.
1:1 and Group Calls
In-app calling should allow users to initiate both one-on-one calls and group calls. Group calls are particularly important for meetings or discussions with multiple participants. Being able to switch between individual and group calls with ease ensures flexibility for users. Whether it’s a quick personal chat or a more formal team meeting, both types of calls should function smoothly.
Privacy and Security
With increasing concerns around online security, in-app calling must offer high levels of privacy and encryption. Calls should be encrypted, meaning all audio and video data are securely transmitted, ensuring that no one can eavesdrop on your conversations. User authentication (verifying the identity of the person making the call) also adds an extra layer of security, preventing unauthorized access.
Cross-Device Compatibility
A great in-app calling experience extends across different devices. Whether your users are on an iOS or Android device or using a web browser, the call quality and interface should remain consistent. Integrating a Software Development Kit (SDK) allows you to easily embed calling features into your app across various platforms, making it easier to offer a consistent experience for all users, regardless of their device choice.
Types of In-App
In-app calling can be adapted to different purposes depending on the type of interaction you need. Here are the main types:
- Video Calling: Video calling lets users see each other while they communicate. It can be used for one-on-one or group interactions, making it popular in apps like Facetime or dating platforms. Video calling is particularly useful for personal conversations or meetings where seeing the other person is important, enhancing communication and engagement.
- Voice Calling: Voice calling allows users to have voice-only conversations, either one-on-one or in a group. It is widely used in social or community apps like Clubhouse or Twitter Spaces, where users join to listen or participate in live discussions. It’s ideal for situations where video isn’t necessary, and just audio communication suffices.
- Group Calling: In addition to voice and video calls, group calling allows multiple participants to join a single call. It’s used in both voice and video formats, supporting conversations among several users at once. Group calls are common in social apps, team communication tools, and collaboration platforms.
Benefits of In-App
In-app calling brings several advantages to both your users and your business, including:
Global Connectivity
With in-app calling, location is no longer a barrier. Your users can connect with others across the world with a simple tap without worrying about international calling charges or service limitations. This connectivity ensures that your app can serve a global audience, maintaining a high-quality experience no matter where users are.
Cost Savings
In-app calling can significantly reduce costs associated with traditional communication methods, such as landlines or external VoIP (Voice over Internet Protocol) systems. Many API providers offer flexible pricing based on usage, so you only pay for what you need. This scalability allows you to adjust costs as your business grows, avoiding unnecessary expenses.
Improved Customer Support
Incorporating in-app calling lets you offer real-time, personalized support directly within the app. Whether resolving customer queries or troubleshooting, you can provide quicker, more effective assistance. This can lead to higher customer satisfaction, fewer dropped interactions, and increased customer loyalty.
In-Depth Insights and Analytics
In-app calling can be integrated with your CRM (Customer Relationship Management) tools, helping you capture and analyze call data. You can record calls, track customer interactions, and gather insights to refine your approach. This information helps you understand user behavior and improve both customer support and business strategies.
Better Engagement with Customers
In-app calling lets you engage directly with users via voice or video. This improves user experience and builds trust. For businesses, this means more opportunities to guide users, answer questions, and even close sales within the app, increasing conversion rates and customer satisfaction.
Easy Integration with Other Tools
You can integrate in-app calling with other business tools, such as customer support platforms or marketing software. This makes it easier to manage communication with users and streamline processes across departments. It also allows for a more personalized and organized experience for your team and users.
Seamless User Experience
In-app calling keeps your users within the app, ensuring a smooth and continuous experience. Without needing third-party services or switching between apps, users can quickly make or receive calls while staying in the environment they are already familiar with. This consistency is important in keeping users engaged and satisfied with your app.
How Industries Use In-App Calling
In-app calling is widely used across various industries to improve communication, provide better services, and create a more engaging user experience. Here’s how different industries are making the most of this feature:
- Social and Dating Apps: In-app calling in social and dating apps allows users to make voice or video calls without leaving the app. This helps build stronger connections and keeps users engaged. It adds a personal touch to online conversations, making users feel more comfortable and encouraging longer interaction times, which leads to higher retention rates.
- Gaming: In multiplayer games, in-app calling enables real-time communication among players, which is essential for coordinating strategies and building team dynamics. Whether it’s voice or video calling, players can stay connected and interact with each other directly within the game, creating a more engaging and social gaming experience.
- On-Demand Services: Rideshare and food delivery services use in-app calling to allow users to contact drivers or delivery personnel easily. This can help resolve issues like location problems or specific delivery requests without needing external communication tools.
- Marketplaces: In-app calling in online marketplaces allows sellers to offer live product demonstrations or answer customer queries through voice or video calls. This creates a more interactive shopping experience, allowing customers to make more informed decisions.
- Telehealth and Telemedicine: Patients can use voice or video calls to speak with doctors, get diagnoses, and even receive follow-up care. This allows people to access healthcare services from home, reducing the need for in-person visits and improving convenience.
- Education: In educational apps, in-app calling enables real-time communication between students and instructors. This can be used to answer questions, conduct virtual office hours, or offer personalized tutoring.
- Professional Services: For businesses offering professional services, in-app calling helps establish a direct line of communication with clients. From consultations and project updates to addressing concerns, this feature provides a convenient and efficient way to stay in touch without relying on emails or phone calls outside the app.
How Can Ozonetel Help in Implementing the In-App Calling
You can enhance the in-app calling experience with Ozonetel CXI Switch, which enables businesses to power instant voice and digital conversations with customers over the internet. It features a plug-and-play widget that seamlessly integrates with apps, websites, online ads, newsletters, in-store displays, digital kiosks, and other touchpoints, ensuring hassle-free communication.
It is basically routing engine at the core of the oneCXi platform that routes conversations to the appropriate technology platform (CCaaS, UCaaS, or CPaaS) based on their context.
5X Higher Brand Engagement
Connect with customers instantly through any channel. When it’s easier to reach you, customers engage more often, building stronger connections with your brand.
4X Higher Conversions
Reach customers at the perfect moment. When your team can respond instantly, with the right context, sales conversations become more successful.
3X Increase in Customer Lifetime Value
Solve problems faster and keep customers happier. Quick responses and better support mean customers stay longer and spend more on your brand.
Real-World Examples of Exceptional EX
Now, let’s look at some real-world examples that show how organizations are fostering environments where employees can thrive, with a focus on personal growth, open communication, and adaptability.
Cisco
Cisco fosters exceptional employee experiences (EX) by prioritizing self-directed learning, career development, and performance management. The company invests in employee growth through training, with an average of 8.6 hours spent on learning per full-time employee in fiscal 2023.
Moreover, Cisco empowers employees to explore different roles and develop new skills, while also ensuring teams are aligned and supported through regular feedback and agile performance management.
Microsoft
The company uses Microsoft Viva Insights to provide personalized recommendations that help employees improve their work habits, manage stress, and achieve better work-life balance. This platform also supports managers by offering data-driven insights to improve team dynamics and leadership practices.
As “Customer Zero” for its own products, Microsoft collaborates closely with the Viva Insights team, using internal feedback to refine features and ensure the tool meets employee needs. With a focus on privacy, inclusion, and adaptability, Microsoft is creating a thriving, engaged workforce through data-backed solutions and continuous improvement.
Salesforce
With 94% of employees willing to go the extra mile and 92% feeling productive in a flexible environment, Salesforce’s approach is clearly effective. The company also established an EX team dedicated to enhancing employee engagement by using data to address challenges and support employees in balancing work and personal life. This focus on connection, flexibility, and data-driven improvements has helped Salesforce create a thriving, inclusive workforce.
Alphabet Inc., the parent company of Google, is a prime example of exceptional employee experience (EX). Known for its innovative workplace policies, the company prioritizes employee well-being by offering flexible schedules, mental health support, and generous parental leave for its US-based employees. These benefits help foster a strong work-life balance, supporting both personal and professional growth.
NVIDIA
NVIDIA supports professional growth with robust training programs, workshops, and mentoring opportunities, ensuring employees have clear paths for career advancement. The company also promotes a culture of innovation through initiatives like the NVIDIA Inception Program and maintains an inclusive environment with Employee Resource Groups (ERGs).
Additionally, NVIDIA prioritizes employee well-being with comprehensive health benefits, mental health support, and flexible work arrangements, creating a supportive and balanced workplace for its employees.
How Ozonetel Helps Improve EX
With Ozonetel, you can empower your employees to manage high call volumes, address customer needs effectively, and maintain productivity, whether they work on-site or remotely. Here’s how Ozonetel helps enhance employee experience across industries:
Monitoring Call Quality Boosting Agent Productivity & Prioritizing High-Intent Leads
Ozonetel’s advanced tools for call quality monitoring and intelligent lead prioritization ensure that your agents stay productive while maintaining high customer satisfaction. For example, a stockbroking company partnered with Ozonetel to help with the fluctuating call volumes. The result?
- 40,000+ calls handled daily with up to 1,340 calls managed concurrently
- 80% First Contact Resolution (FCR)
- 25% reduction in average handle time (AHT)
- Advanced Tools to Facilitate Remote Working Stockbroking
Apart from managing call volumes, Ozonetel provides you with tools like real-time dashboards and remote agent features that allow supervisors to maintain productivity effortlessly.
For example, a leading stockbroking firm transitioned to a fully virtual contact center ensuring uninterrupted service with Ozonetel’s platform. The result?
- 650+ agents managed remotely, handling over 1 lakh minutes of calls daily.
- 60% increase in CSAT (Customer Satisfaction Score)
- 40% reduction in agent attrition
Improve the Performance of 900+ Healthcare Advisors
For large-scale initiatives like PM-JAY, managing the performance of healthcare advisors while ensuring beneficiary satisfaction requires advanced analytics and monitoring. Ozonetel’s AI-based tools simplify supervision and enhance advisor performance. The results?
- 900 advisors monitored daily using AI-driven speech analytics.
- 122,000+ hours of conversations analyzed across 11 vernacular languages.
- 30 hours saved per supervisor per month through automated quality audits.
Conclusion
When EX is strong, employees are engaged, motivated, and less likely to leave, which means less turnover, more productivity, and a culture people want to be part of. Leaders who invest in EX aren’t just keeping up with trends; they’re actively setting their companies up for a competitive edge in attracting and keeping top talent.
Take a close look at your current EX. Where are the gaps? What could be done better? Small improvements today can create a lasting impact tomorrow. A positive employee experience doesn’t just improve work for your team—it drives real results that lift the whole organization. So, let’s get moving on building an EX that truly shines.
Start your EX journey today by conducting employee surveys, implementing flexible work arrangements, and investing in employee development.
Want to see what Ozonetel can do for your company? Sign up today for a free 7-day trial.
Frequently Asked Questions
Agent engagement refers to the level of involvement, enthusiasm, and commitment that customer service agents have towards their work. It reflects how motivated and connected agents feel to the company, its goals, and the customers they serve. Also, engaged agents are more productive, deliver better service, and are more likely to stay with the company long-term.
Leadership and management styles directly impact agent engagement. How? Supportive, empathetic leadership tends to increase motivation and job satisfaction, while micromanaging or lack of recognition can lead to disengagement. Also, a positive and transparent management approach fosters an environment where agents feel valued and empowered.
- AI-powered automation for faster responses.
- Omnichannel support (seamless service across phone, chat, email, and social media).
- Customer data drives personalized interactions.
- Self-service options like AI chatbots and knowledge bases.
Signs of low agent engagement include:
- Increased absenteeism or frequent tardiness.
- Declining performance metrics (e.g., slower response times, more mistakes).
- High turnover rates as disengaged agents leave for other opportunities.
- Lack of enthusiasm or motivation to go above and beyond during customer interactions.
Yes, Generative AI can help improve agent engagement by automating repetitive tasks, reducing burnout, and offering real-time support. AI tools like chatbots and virtual assistants allow agents to focus on complex queries, while AI insights provide performance feedback, helping agents improve and stay motivated.
Ozonetel’s AI-powered tools—such as chatbots, conversational intelligence, and omnichannel engagement—reduce repetitive workloads for agents, enabling them to focus on more impactful tasks. Additionally, real-time insights and personalized customer journeys keep agents informed and engaged.
- CSAT (Customer Satisfaction Score) surveys
- NPS (Net Promoter Score) to track customer loyalty
- Post-interaction feedback forms
- Review and complaint monitoring across platforms
