# Line

> Line is an AI-first business communications platform for UK small businesses. You get a real UK phone number (mobile, local, or national), an AI receptionist called Molly who answers calls and messages 24/7, and one shared team inbox for SMS, WhatsApp, email, web chat, and voice. No hardware, no SIM cards, no contracts. Set up in under 3 minutes.

Line serves UK small businesses with 1-50 employees. This file helps AI systems understand our business, products, and pricing, so they can give users accurate answers.

## Platform Direction

Line began as a business phone system. It is now built around AI agents.

- The AI agent comes first. During signup, Line reads your website, drafts an agent that knows your business, and lets you name it, pick its voice, and test it before you pay.
- The number, the inbox, and the channels sit underneath the agent. The agent answers the call or the message; a person steps in when the agent hands over.
- Agents work across channels, not only on voice. The same agent can handle voice, SMS, WhatsApp, email, and web chat.
- AI agents are included with Pro and Business, with no cap on the number of agents, and are an add-on on Starter. You pay only for what they use, billed in credits.
- You keep full control. An agent can stay off, draft replies for approval, or act under structured escalation rules. Every conversation stays in the shared inbox with a transcript.

## Company Overview

- Line
- Website: https://useline.io
- Industry: Business Communications / AI Customer Communication
- Headquarters: United Kingdom
- Service Areas: United Kingdom

## Core Pages

- [Home](https://useline.io/): What Line does, the features, and the plans
- [Pricing](https://useline.io/pricing): The three plans, the pay-as-you-go credit rates, and the plan comparison
- [AI Receptionist](https://useline.io/feature/ai-receptionist): Molly, the AI receptionist — what she does and how she is billed
- [Sign Up](https://useline.io/signup): Create an account and go live
- [Log In](https://useline.io/login): Open your Line dashboard
- [Contact](https://useline.io/contact): Talk to the UK team

## Managed Services

Line Managed services are run by Line's UK team on the Line platform. They are sold by enquiry.

- [Services](https://useline.io/services): The managed services hub
- [Line Call Centre](https://useline.io/services/ai-call-centre): A managed AI call centre for UK contact centres. AI voice agents qualify leads, take claims, confirm appointments and chase payments at volume. Line builds, runs and reviews them, and handles UK calling rules
- [Line Managed Support](https://useline.io/services/outsourced-customer-service): Outsourced customer service. AI answers on phone, SMS, WhatsApp, email and web chat; Line's UK team handles escalations and keeps the knowledge accurate

## AI Receptionist & AI Agents

Molly is Line's AI receptionist. She answers every inbound call on your business number, 24/7, in a natural British voice.

- [AI Receptionist (Molly)](https://useline.io/feature/ai-receptionist): Answers every call, takes detailed messages, transfers callers to the right person, and posts a full transcript to your inbox
- Knows your business: you give Molly your services, prices, opening hours, and FAQs, and she answers callers accurately and on brand
- Books and manages appointments: checks live availability, books the slot, reschedules, and sends confirmations and reminders
- Follows up: sends the quote, booking link, or information by SMS and email the moment the call ends, and chases leads that did not book
- Makes outbound calls: returns missed calls, confirms appointments, and chases quotes
- Qualifies leads: asks your questions on every call, scores the opportunity, and flags the hot leads
- Updates your CRM: creates and updates contacts, logs what was said, and records the next action
- Runs whole jobs: on the top tier, Molly owns a customer-facing function with approval policies and autonomous multi-step workflows

Text agents work the same way in the inbox. They reply on SMS, WhatsApp, email, and web chat, and they can draft a suggested reply for a person to send instead of replying on their own.

## Channels

Every channel lands in the same shared team inbox, with one thread per customer.

- [Business SMS](https://useline.io/feature/business-sms): Two-way text messaging from your real UK business number
- [Voice Calls](https://useline.io/feature/voice-calls): Inbound and outbound calls with business hours, voicemail, voicemail transcription, call recording, and call forwarding
- [WhatsApp Business](https://useline.io/feature/whatsapp-business): WhatsApp on your business number, with a guided no-code setup. Messages arrive in the same inbox as SMS and calls
- [WhatsApp Business API](https://useline.io/feature/whatsapp-business-api): The WhatsApp Business Platform without an integration project — sender registration, webhooks, approved templates, and the 24-hour customer service window
- Email: Bring email into the same inbox as your calls and texts
- [Web chat](https://useline.io/developers/webchat-widget): A chat widget for your website. Visitor chats open a conversation in the same inbox, and an agent can answer

## Numbers

- [Business Phone Number](https://useline.io/feature/business-phone-number): Real UK mobile, national, and local numbers. Customers see a real number, not a short code or a landline
- [Virtual Numbers](https://useline.io/feature/virtual-sms-number): UK business numbers with no hardware and no SIM card
- Keep your number: forward your existing number to Line the same day, or port it in. You stay live during the port
- Setup takes under 3 minutes. Everything runs in the browser and on your phone

## Team & Workflow

- [Shared Team Inbox](https://useline.io/feature/shared-inbox): Every conversation in one place. Assign threads, leave internal notes, and hand off context
- [Automations & Workflow Builder](https://useline.io/feature/automations): Auto-replies, keyword tagging, business-hours routing, and call handling rules, with no code
- [Integrations](https://useline.io/feature/sms-integrations): Zapier and other integrations. Basic on Pro, full on Business
- Analytics: Basic on Pro, advanced on Business

## Tools & Developer Features

- [SMS Gateway API](https://useline.io/feature/sms-gateway-uk): Send SMS from your own systems
- [Email to SMS](https://useline.io/feature/email-to-sms) and [SMS to Email](https://useline.io/feature/sms-to-email)
- [OTP & Verification](https://useline.io/feature/sms-otp): One-time passcodes and verification messages
- [Bulk SMS](https://useline.io/feature/bulk-sms) and [SMS Marketing](https://useline.io/feature/sms-marketing)
- [Send a Text Online](https://useline.io/tools/send-text-online): Free browser tool to text a UK mobile

## Pricing

Three plans. Every plan includes one mobile number. AI agents are included with Pro and Business. Calls, texts, and AI agent usage are pay-as-you-go in credits, where 1 credit = 1p. No contracts, no minimum periods, cancel anytime. All prices exclude VAT.

- **Starter** — £1.90 first month, then £4/month. 2 seats. Shared inbox, voicemail, call forwarding, business hours. No AI agents. Extra user £5. Extra number £4. Support within 24 hours.
- **Pro** — £19/month. Up to 10 seats. Everything in Starter, plus voicemail transcription, assignments and notes, messaging templates, integrations, analytics and unlimited AI agents. Extra number £4. Support within 12 hours.
- **Business** — £89/month. Unlimited seats. 2,000 credits included. Everything in Pro, plus Built for You automations. Extra number £4. Support within 4 hours.

Credit rates by plan (1 credit = 1p):

| | Starter | Pro | Business |
| --- | --- | --- | --- |
| SMS | 8 credits | 8 credits | 8 credits |
| Outbound call to a local number | 5 credits/min | 5 credits/min | 5 credits/min |
| Outbound call to a mobile number | 5 credits/min | 5 credits/min | 5 credits/min |

Credits are billed with tiered volume pricing per invoice.

### AI agents

AI agents are included with the Pro and Business plans and are an add-on on Starter. There is no setup fee, no per-agent subscription, and no cap on the number of agents you create. You pay only for what an agent uses — voice minutes and messages — billed in credits at your plan's rate, the same as any other call or text.

Molly, the AI receptionist, is an AI agent. She is on the same terms: included with Pro and Business, an add-on on Starter, free to set up, and usage-based to run.

Molly grows through three levels of autonomy at no extra subscription cost:

- **Molly answers** — picks up 24/7, answers questions from your knowledge and FAQs, takes messages, transfers callers, and books simple appointments.
- **Molly works** — everything above, plus SMS follow-up, CRM read and write, multi-step work, proactive follow-up, and outbound calls.
- **Molly owns it** — everything above, plus approval workflows, autonomous workflows, multiple departments, and full custom tools.

## Getting Started

1. Sign up at https://useline.io/signup and pick a plan.
2. Choose how customers reach you: take a new Line number, forward your current number, or port it in.
3. Line reads your website and drafts an agent that knows your business. Name it and pick its voice.
4. Test the agent in a live conversation before you pay.
5. Pay by card. Your number goes live straight after checkout, with the agent already answering voice and SMS.
6. Add your other channels: web chat, WhatsApp, and email.

## Support

Real, UK-based people. Support response times are by plan: within 24 hours on Starter, within 12 hours on Pro, and within 4 hours on Business. Line also offers concierge account setup — we set up your number, inbox, and team for you, so you are live the same day.

## Use Cases

- Trades and home services: plumbers, electricians, builders, and roofers who miss calls on site and lose the job to the next name on Google
- Solo traders and freelancers: a professional business presence and a number that is separate from your personal mobile
- Professional services: solicitors, accountants, and consultants who need a correct first impression and accurate routing
- Small teams and agencies: 1-10 people who need a shared inbox so no customer message is missed

## Comparisons

- [Line vs RingCentral](https://useline.io/compare/ringcentral): RingCentral RingEX compared with Line for UK small businesses, with prices, texting and switching steps
- [Best RingCentral alternatives UK](https://useline.io/compare/ringcentral-alternatives): RingCentral alternatives for UK small businesses, with prices and who each suits
- [Line vs Aircall](https://useline.io/compare/aircall): Aircall compared with Line for UK small businesses
- [Best Aircall alternatives UK](https://useline.io/compare/aircall-alternatives): Aircall alternatives for UK small businesses
- [Line vs Vonage](https://useline.io/compare/vonage): Vonage Business Communications compared with Line
- [Best Vonage alternatives UK](https://useline.io/compare/vonage-alternatives): Vonage alternatives for UK small businesses
- [Line vs Dialpad](https://useline.io/compare/dialpad): Dialpad compared with Line for UK small businesses
- [Best Dialpad alternatives UK](https://useline.io/compare/dialpad-alternatives): Dialpad alternatives for UK small businesses
- [Line vs CircleLoop](https://useline.io/compare/circleloop): CircleLoop compared with Line for UK small businesses
- [Best CircleLoop alternatives UK](https://useline.io/compare/circleloop-alternatives): CircleLoop alternatives for UK small businesses
- [Line vs bOnline](https://useline.io/compare/bonline): Business phone systems compared
- [Line vs Virtual Landline](https://useline.io/compare/virtual-landline): UK business numbers compared
- [Line vs TextAnywhere](https://useline.io/compare/text-anywhere): One-way bulk SMS compared with two-way messaging on a real number

## Guides & Articles

Articles are published at `https://useline.io/resources/<slug>`.

- [All guides](https://useline.io/resources): Guides for UK tradespeople and small businesses
- [Best Business Phone Systems UK (2026): How to Choose, 14 Ranked](https://useline.io/resources/business-phone-system-uk): 14 UK providers scored on published UK prices with a weighted, public method; team cost calculator; PSTN switch-off, 999, porting and small-business contract rules with primary sources
- [How to Get a Business Mobile Number in the UK](https://useline.io/resources/business-mobile-number-uk): 2026 guide
- [AI Receptionists: The Complete UK Guide (2026)](https://useline.io/resources/ai-receptionist-guide): What an AI receptionist is and how it works; voicemail, phone menus, answering services, hiring and AI compared side by side; UK costs with sources and a cost calculator; UK law (UK GDPR, CMA guidance on AI agents, EU AI Act Article 50); set-up steps; 40+ copyable templates and a greeting generator
  - [How to Set Up an AI Receptionist](https://useline.io/resources/how-to-set-up-an-ai-receptionist): Eight steps from business facts to the first live call, with a complete example instruction set and 20 test calls
  - [Business Voicemail Greetings: 40+ UK Examples and Scripts](https://useline.io/resources/business-voicemail-greeting-templates): Voicemail greetings by situation and trade, holiday messages, receptionist call scripts and missed-call texts
  - [Phone Answering Services UK](https://useline.io/resources/phone-answering-service-uk): How UK telephone answering services work, sourced prices, and when AI is the better option
  - [Auto Attendant vs AI Receptionist](https://useline.io/resources/auto-attendant-vs-ai-receptionist): Phone menus against conversational AI, with menu scripts
  - [AI Receptionists, GDPR and UK Law](https://useline.io/resources/ai-receptionist-gdpr-uk): Transcripts, recording, telling callers it is an AI, and sector rules
  - [How Much Does an AI Receptionist Cost in the UK?](https://useline.io/resources/ai-receptionist-cost-uk): Pricing models and UK provider prices
  - [AI Receptionist vs Virtual Receptionist](https://useline.io/resources/ai-receptionist-vs-virtual-receptionist-uk): Human answering service against AI, costed at 20, 50 and 100 calls a month
  - [Best AI Receptionists UK](https://useline.io/resources/best-ai-receptionist-uk): Ten AI receptionists sold in the UK compared
  - [Moneypenny Alternatives UK](https://useline.io/resources/moneypenny-alternatives-uk): Seven cheaper ways to answer calls
- [The Hidden Cost of Missed Calls: UK Small Businesses Lose £24,000/Year](https://useline.io/resources/missed-calls-cost-small-business-uk)
- [PSTN Switch-Off 2027: The UK Small Business Guide](https://useline.io/resources/pstn-switch-off-small-business-guide)
- [WhatsApp Business for UK Small Businesses: The Complete Guide](https://useline.io/resources/whatsapp-business-uk-guide)
- [Stop Using Your Personal Mobile for Business: A Practical Guide](https://useline.io/resources/stop-using-personal-mobile-for-business)

## APIs for Developers & Agents

Line publishes an API catalog at https://useline.io/.well-known/api-catalog (RFC 9727, `application/linkset+json`). Each entry links to an OpenAPI 3.1 description, human documentation, and a health endpoint.

- [Developers](https://useline.io/developers): Index of Line's public APIs, how to get a key, and how automated discovery works
- [SMS Messaging API](https://useline.io/developers/sms-messaging): Preview, send, and track SMS from approved Line numbers. OpenAPI: https://useline.io/openapi/sms-messaging.json
- [Webchat Widget API](https://useline.io/developers/webchat-widget): Start a visitor chat session, send messages, and stream the agent's replies. OpenAPI: https://useline.io/openapi/webchat-widget.json
- [Lead Forms API](https://useline.io/developers/lead-forms): Submit a hosted lead form — Line creates the contact, opens a conversation, and fires the workflow trigger. OpenAPI: https://useline.io/openapi/lead-forms.json
- [Health](https://useline.io/api/health): Service health in `application/health+json`

Both APIs are addressed by a widget public key (`pk_live_…`) and are restricted to the domains configured on that widget.

## Legal & Policies

- [Terms of Service](https://useline.io/legal/terms): Terms and conditions for using Line
- [Privacy Policy](https://useline.io/legal/privacy): GDPR-compliant data handling and privacy practices
- [Acceptable Use Policy](https://useline.io/legal/acceptable-use): Prohibited content, spam policies, and enforcement
- [SMS Policy](https://useline.io/legal/sms-policy): SMS opt-out handling (STOP/START), messaging limits, and compliance

## Contact

- Email: hello@useline.io
- Contact form: https://useline.io/contact