HubSpot Integration Guide
Author: Clwyd Probert, CEO at Whitehat | Published: 16 January 2026 | Last Updated: 16 January 2026
The best HubSpot calling integrations for UK businesses in 2026 are Aircall (market leader with 14,000+ installs), CloudTalk (best value at £15/user/month), and RingCentral (enterprise-grade with native integration). All three offer GDPR-compliant call recording, automatic CRM logging, and AI-powered transcription—helping UK sales teams achieve the 8.21% conversion rate that phone outreach delivers versus email's 0.03%.
While 61% of B2B buyers now prefer rep-free experiences according to Gartner's 2024 research, phone conversations remain essential for closing complex deals. The data is clear: 57% of C-level executives still prefer phone contact, and 82% of business buyers accept meetings from well-prepared callers.
For UK businesses using HubSpot CRM, integrating a cloud phone system transforms scattered conversations into measurable pipeline activity. Every call gets logged automatically, recordings sync to contact records, and AI transcription turns verbal agreements into searchable data.
At Whitehat, we've implemented calling integrations for dozens of UK B2B companies through our HubSpot onboarding service. This guide shares what we've learned about choosing the right solution for different business needs.
The "phone is dead" narrative doesn't hold up against actual conversion data. ZoomInfo's analysis shows phone outreach converts at 8.21% compared to just 0.03% for cold email. That's a 273x difference in effectiveness for initiating sales conversations.
UK-specific data reinforces this: the Direct Marketing Association reports 129 positive responses per 1,000 calls to decision-makers, versus just 1 response per 1,000 from email marketing. For B2B companies with complex solutions and longer sales cycles, phone remains the highest-converting outbound channel.
The challenge isn't whether to use phone—it's how to make phone activity visible, trackable, and attributable. That's where HubSpot calling integrations become essential.
The HubSpot App Marketplace lists over 140 calling and telephony apps. We've narrowed the field to the integrations that UK businesses actually deploy successfully, based on our implementation experience and platform capabilities.
| Provider | Starting Price | HubSpot Installs | Best For |
|---|---|---|---|
| Aircall | £24/user/month | 14,000+ | Sales teams needing proven reliability |
| CloudTalk | £15/user/month | 4,000+ | Budget-conscious teams, international calling |
| RingCentral | £24/user/month | Enterprise | Larger organisations, unified communications |
| JustCall | £31/user/month | Mid-market | SMS/WhatsApp integration, AI coaching |
| Dialpad | £12/user/month | Mid-market | AI-first teams, real-time transcription |
Aircall dominates HubSpot telephony with over 14,000 installs—more than three times its nearest competitor. HubSpot itself invested in Aircall's Series D funding, and the integration was named a 2025 Essential App. For teams prioritising reliability and proven performance, Aircall remains the safest choice.
HubSpot reports that Aircall closes 71% of leads from the App Marketplace—significantly better than typical channels. Deals with Aircall attached result in 5% more monthly recurring revenue than average, with accounts 15% less likely to churn.
CloudTalk offers a native, plugin-free HubSpot integration at £15/user/month—roughly 40% cheaper than Aircall. With coverage across 160+ countries and HubSpot Recommended status, it's ideal for UK businesses with international calling needs or tighter budgets.
RingCentral launched a new native HubSpot integration in late 2024, embedded directly within HubSpot rather than requiring a Chrome extension. For larger organisations needing unified communications (voice, video, messaging) alongside CRM integration, RingCentral's enterprise capabilities and UK data residency options make it the strongest enterprise choice.
Before evaluating third-party integrations, it's worth understanding what HubSpot includes natively. HubSpot's built-in calling (powered by Twilio) offers browser-based VoIP, click-to-call functionality, and call recording with automatic consent messaging.
The real advancement came at INBOUND 2024 with Breeze AI. HubSpot's AI layer now includes automatic call transcription, AI-generated call summaries covering key discussion points and next steps, and sentiment analysis. For teams already on Professional or Enterprise tiers, these features reduce the need for third-party conversation intelligence tools.
However, HubSpot's native calling has limitations. You can't use it as a full phone system—there's no inbound routing, no IVR menus, and no multi-line dialers. For sales teams making 50+ calls daily, a dedicated integration remains essential. Our HubSpot Sales Hub deployment guide covers how to determine which approach suits your team.
UK businesses must navigate GDPR, the Data Protection Act 2018, and Ofcom regulations when implementing call recording. Getting this wrong carries penalties up to £17.5 million or 4% of global annual turnover.
The UK operates under a "legitimate interest" model rather than strict two-party consent, but with important requirements. You must inform callers before recording begins—secret recordings are non-compliant. The purpose of recording must be clearly stated, and individuals retain rights to request copies of recordings and, in some cases, deletion.
Critical for 2026: From September 2024, all UK long codes (phone numbers) require an approved UK RC (Regulatory Compliance) bundle for voice and messaging through HubSpot. Ensure your provider has this certification.
New Calling Line Identification rules require all outbound calls to display a valid, dialable UK number. For direct marketing, you must not prevent CLI presentation. International calls falsely displaying UK numbers will be blocked at network level. Non-compliance carries penalties up to £2 million.
The UK's traditional telephone network is being retired in January 2027—all landline calls will move to VoIP/digital infrastructure. Over two-thirds of UK landlines already operate on VoIP, and 31% of UK businesses switched to cloud telephony in 2025 alone. If you're still on legacy phone systems, now is the time to migrate.
The business case for integrated calling isn't about the phone system itself—it's about eliminating the manual work that prevents salespeople from selling. Currently, sales reps spend only 28-30% of their time actively selling; Gartner reports 50% of rep time is consumed by administrative tasks.
The CRM ROI data is equally compelling. Nucleus Research found businesses earn £8.71 for every £1 spent on CRM—and integrated calling amplifies this by ensuring call data flows into the system automatically. Companies using CRM are 86% more likely to exceed sales goals, with 97% of businesses using CRM meeting or exceeding their sales targets.
For UK B2B businesses working on marketing and sales alignment, integrated calling creates the attribution clarity that resolves "where did this lead come from?" disputes. When every conversation is logged against the contact record, the path from first touch to closed deal becomes visible.
The right calling integration depends on your team size, call volume, existing tech stack, and growth plans. Here's a decision framework based on our implementation experience:
Choose HubSpot native calling if: You're on Professional+ tier, make fewer than 100 calls per rep per month, and primarily need call logging and recording without advanced features.
Choose Aircall if: You need a proven, enterprise-ready solution with maximum HubSpot integration depth, and budget isn't the primary constraint.
Choose CloudTalk if: You need strong international calling coverage at a lower price point, with teams under 50 users.
Choose RingCentral if: You need unified communications (voice, video, messaging) alongside CRM integration, particularly for larger organisations with 100+ users.
Choose JustCall if: You need strong SMS and WhatsApp integration alongside calling, particularly for customer success or support-heavy roles.
Whitehat helps UK businesses implement these integrations as part of our HubSpot onboarding packages. We configure call recording compliance, set up automatic logging, and train teams on using conversation data for pipeline management.
HubSpot's native calling works for outbound sales calls but lacks the features required for a full phone system—no inbound routing, IVR menus, or call queues. Most businesses use HubSpot calling alongside a dedicated VoIP provider like Aircall or RingCentral that handles the complete phone system while syncing data to HubSpot.
The UK uses a "legitimate interest" model rather than explicit consent, but you must inform callers before recording starts. Secret recordings violate GDPR. All major HubSpot integrations include automatic consent announcements that play when recording begins, ensuring compliance with UK regulations.
Most third-party calling integrations work with HubSpot Free CRM, though advanced features like call transcription and Breeze AI summaries require Professional tier. Check each provider's requirements—some premium features need Sales Hub Professional or Enterprise.
Basic integration setup takes 1-2 days for most providers. However, configuring compliance settings, training teams, and establishing reporting workflows typically requires 2-4 weeks for full adoption. Partner-led implementations through agencies like Whitehat accelerate this timeline with proven playbooks.
CircleLoop was acquired by Gamma Communications in March 2021 for £46 million. The product continues operating under Gamma, and the HubSpot integration remains available, but development activity appears reduced. For new implementations, we recommend Aircall, CloudTalk, or RingCentral as more actively maintained alternatives.
Whitehat is a HubSpot Diamond Partner that runs the world's largest HubSpot User Group. We help UK businesses select, implement, and optimise calling integrations as part of complete HubSpot deployments.
Book a discovery call to discuss your requirements, or explore our HubSpot onboarding packages to see what's included.