# WhatConverts

> WhatConverts is a lead tracking and marketing attribution platform that answers which campaign, keyword, or landing page produced each inbound phone call, form submission, chat, or transaction, using dynamic number insertion, tracking number pools, first-party cookie tracking, and call recording and transcription, priced from $30 a month with a $30 usage credit and per-unit rates of $2.50 per local tracking number and 4.5 cents per local minute after that.

- Category: Dialers & Business Phone (https://saastracker.org/categories/sales-calling)
- Website: https://www.whatconverts.com
- Starting price: $30 per month
- Free plan: No
- Free trial: 14 days
- Founded: 2014, HQ: Charlotte, North Carolina, United States, Ownership: Bootstrapped and founder-owned, with no outside funding raised
- Profile last reviewed: 2026-08-22
- Canonical profile: https://saastracker.org/products/whatconverts

## Overview

Call tracking is the third job this category covers and the one small businesses most often go without. A plumber, a clinic, a law firm, or a home services company spends real money on Google Ads and then has no idea which half of it worked, because the conversion happens on the phone where the ad platform cannot see it. WhatConverts exists to close that gap: it swaps the phone number on your website for a tracking number tied to the visitor's traffic source, then reports the resulting call as a lead attributed to a campaign, an ad group, and a keyword.

The company is a genuinely unusual one for this directory. Founded in 2014 in Charlotte, North Carolina by Michael Cooney and Jeremy Helms, WhatConverts is bootstrapped, has raised no venture capital at all, and reached roughly $10M in revenue with a team of around 25 people. It competes against far better funded incumbents by being cheaper, simpler, and more focused on the thing agencies actually need, which is per-client reporting they can put their own logo on.

The pricing model is a credit system rather than an included-numbers model, and this matters more than any feature comparison. The single-account plans are Call Tracking at $30, Plus at $60, Pro at $100, and Elite at $160 a month, and each includes a $30 usage credit rather than a fixed allowance of tracking numbers. Usage draws down that credit at $2.50 per local number per month, $3.50 per toll-free number, 4.5 cents per local minute, 6.5 cents per toll-free minute, 2 cents per transcribed minute, 3 cents per text message, and 10 cents per form, chat, or transaction beyond the included counts. Agency plans with unlimited sub-accounts start at $500 a month with a $250 credit and cheaper unit rates.

The important tier boundary is not price, it is what the tiers unlock. Call Tracking at $30 is calls only. Plus at $60 is where form and chat tracking arrive and, critically, where keyword-level campaign reporting and the Google Ads integration live. Pro at $100 adds call flows, the custom report builder, and HIPAA compliance. Elite at $160 adds customer journey mapping, multi-click attribution, and lead intelligence. Anyone buying this to attribute paid search calls to keywords needs Plus, not the $30 entry plan.

## How it works

1. You install a small JavaScript snippet on your website. When a visitor arrives, WhatConverts records the traffic source, campaign, keyword, landing page, and click identifiers, stores them in a first-party cookie, and swaps the displayed phone number for a tracking number drawn from a dynamic number pool assigned to that visitor's session.

2. When the visitor calls, WhatConverts answers on the tracking number, records and optionally transcribes the call, and forwards it to your real business line, which can be a phone system, a mobile, or a call flow with an IVR menu, geo-routing, business-hours scheduling, and simultaneous dialing configured in WhatConverts itself. The caller experiences an ordinary phone call.

3. The call then appears in the leads dashboard already attributed: source, medium, campaign, ad group, keyword, landing page, and the visitor's page history. You or your team mark it qualified or not in one click, add a value, and that qualification is what turns raw call volume into a report about which campaigns produce revenue rather than which produce ringing phones.

4. That qualified lead data is then pushed outward. Enhanced conversions flow back to Google Ads and other ad platforms so bidding optimizes toward calls that actually became customers, leads sync to a CRM, and reports go to clients on a schedule under an agency's own branding and domain. Form submissions, chat conversations, and ecommerce transactions are tracked alongside calls on the Plus tier and above, so the dashboard covers every lead type rather than only the phone.

## Best for

Small businesses that generate leads by phone and spend money on advertising to do it, and especially the marketing agencies serving them: home services, legal, medical and dental, automotive, real estate, and any local business where the phone is the conversion event and the ad platform cannot see it.

## Not the right fit for

- Businesses whose phones are entirely outbound. Call tracking attributes inbound calls to marketing sources; it has nothing useful to say about a rep dialing a cold list and there is no dialer here worth the name.
- Companies that do not advertise. If all your calls come from referrals and repeat customers, you are paying for attribution of a single source and would be better served by a phone system with decent call logs.
- Anyone looking for a business phone system. WhatConverts has call flows, IVR, and routing, but it is designed to sit in front of your phone system, not to replace it; there are no per-user extensions, desk phones, or internal calling.
- Buyers who assumed the $30 plan does everything. Keyword-level reporting, form tracking, and the Google Ads integration all start at $60, and the entry plan is calls only, which is a common and expensive misreading.
- High-volume operations that have not modelled usage. The plan price is a floor with a $30 credit attached, so twenty tracking numbers and a few thousand minutes a month cost meaningfully more than the sticker suggests.

## Features

### Call tracking and attribution

The core mechanism, and the reason this category exists.

- **Dynamic number insertion**: The phone number displayed on your website is swapped per visitor session so the call can be tied back to the exact ad, keyword, and landing page that produced it. Included on every plan, including the $30 entry tier.
- **Dynamic number pools**: A pool of numbers is rotated across concurrent visitors so simultaneous sessions each get a distinct number, which is what makes visitor-level rather than campaign-level attribution possible. Pool size is the main driver of your number cost.
- **Keyword and campaign-level tracking**: Attribution down to the individual paid search keyword, not just the campaign, available from the Plus tier at $60 alongside the Google Ads and Bing integrations. This is the specific capability most buyers are actually shopping for.
- **Local and toll-free tracking numbers**: Both types are available and priced differently: $2.50 per local number per month and $3.50 per toll-free on single accounts, with cheaper rates on agency plans.
- **First-party cookie tracking**: Visitor session data is stored in a first-party cookie rather than a third-party one, which keeps attribution working as browsers continue to restrict cross-site tracking.
- **Multi-click marketing attribution**: Credit spread across the touchpoints in a customer journey rather than assigned entirely to the last click. Available on the Elite tier at $160.
- **Enhanced conversions to ad platforms**: Qualified lead data is pushed back to Google Ads and other platforms so automated bidding optimizes toward calls that became customers rather than toward call volume.
- **Automated spam blocking**: Filters known nuisance callers before they consume minutes and pollute the lead data, which matters because a tracking number published on the open web attracts robocalls immediately.

### Call handling and routing

Enough phone system to sit in front of your phone system.

- **Call flows**: Rules-based routing of tracked calls to different destinations by source, time, or geography. Available from the Pro tier at $100.
- **IVR menus**: A menu answers the tracked call and routes by keypress before forwarding, so a tracking number can front a multi-department business.
- **Scheduler and geo-routing**: Business hours, holiday routing, and routing by the caller's geographic location, so a multi-location business sends callers to the nearest branch.
- **Simultaneous dialing**: Ring several destinations at once so a call is answered by whoever is free rather than dropping to voicemail while one phone rings out.
- **Call greetings and whisper messages**: Customizable messages to the caller, and to the person answering, so staff know which campaign the call came from before they say hello.
- **Number porting**: Existing numbers can be ported into WhatConverts, which matters when the number on your van or your Google Business Profile needs to become the tracked one.

### Recording, transcription, and lead qualification

How raw calls become data a marketer can act on.

- **Call recording**: Recording is included, with playback in the lead record alongside the attribution data, so a disputed campaign result can be settled by listening to the call.
- **Call transcription**: Two cents per transcribed minute on every plan, which is cheap enough to transcribe everything. A thousand minutes of transcription costs $20.
- **AI lead analysis**: Automated analysis of transcripts to flag buyer intent, identify qualified leads, and surface patterns across calls, which is the difference between a call log and a marketing insight.
- **One-click qualification**: Mark a lead qualified or not and assign it a value in a single action. This deliberately simple workflow is what makes the reporting meaningful, because unqualified call volume is not a result.
- **Automatic caller qualification**: Post-call qualification prompts capture whether the call was a genuine lead without requiring anyone to open the dashboard.
- **Lead intelligence rules**: Automated scoring and qualification rules on the Elite tier, so qualification happens without a human touching every lead.
- **Customer journey**: The full path from first click to closed deal on the Elite tier, showing every touchpoint rather than the converting one.

### Beyond calls: forms, chat, and transactions

What turns call tracking into lead tracking.

- **Form tracking**: Existing web forms are tracked without rebuilding them, so form leads appear in the same dashboard with the same attribution as calls. Plus tier and above.
- **Chat tracking**: Chat conversations are tied to their marketing source, which closes the third common conversion path for a local business website.
- **Ecommerce transaction tracking**: Sales and transactions appear alongside calls and forms so a business selling both ways sees one attributed picture rather than two disconnected reports.
- **Field mapping and custom fields**: Map form fields into structured lead data with custom fields, so the dashboard reflects your business's own vocabulary.
- **Text messaging**: Send and receive texts on tracking numbers at three cents per message, so a missed call can be followed up by SMS from the same number.

### Agency features and reporting

Where WhatConverts wins business against better-funded rivals.

- **White label**: Offer call tracking under your own brand, logo, and domain, so a client never sees the vendor's name. This is the single most requested agency capability in the category.
- **Unlimited sub-accounts**: Agency plans from $500 a month carry unlimited client accounts with a shared usage credit and cheaper per-unit rates ($1.75 per local number, 4 cents per local minute).
- **Branded emails, reports, and invoices**: Client-facing communication carries the agency's identity end to end rather than just the dashboard.
- **Custom report builder**: Build any data set you need on the Pro tier, rather than being limited to prebuilt views, with scheduled delivery to clients.
- **Marketing reports and quick reports**: Prebuilt views answering which channels, campaigns, and keywords delivered the most qualified leads, which is the report an agency shows a client every month.
- **API access on every plan**: Full access to your account data through the API from the $30 tier upward rather than as a top-tier upsell, which is unusually generous.
- **1,000-plus integrations**: Google Ads, Microsoft Ads, Meta, GA4, CRMs, form builders, chat tools, and reporting platforms, so attribution data lands wherever the client already looks.

## Use cases

- **Home services business spending on Google Ads**: Four thousand a month on paid search, most conversions happening by phone, and no way to know whether the emergency plumbing keywords or the water heater keywords are producing the jobs. Outcome: The Plus plan at $60 attributes each call to a keyword, one-click qualification separates genuine jobs from wrong numbers, and enhanced conversions push that back to Google Ads so bidding shifts toward the keywords that produce booked work.
- **Marketing agency reporting to twenty local clients**: Every client asks the same question every month, and answering it means exporting call logs from twenty different phone systems and cross-referencing them with ad platform data by hand. Outcome: An agency plan with unlimited sub-accounts, white-label branding, and scheduled branded reports answers the question automatically for every client, at cheaper per-number and per-minute rates than the single-account plans.
- **Multi-location dental or medical practice**: Six locations, one advertising budget, and calls landing at whichever front desk the website happened to display, with HIPAA making casual call recording a real risk. Outcome: Geo-routing sends callers to the nearest practice, per-location attribution shows which markets the ad spend actually works in, and the Pro tier's HIPAA compliance makes recording and transcription defensible.
- **Law firm testing three channels at once**: Paid search, a billboard, and a directory listing all running simultaneously, with the intake team unable to say which produced the twelve consultations booked last week. Outcome: Distinct tracking numbers per channel, with dynamic insertion handling the website traffic, and qualified-lead values attached to each call so the firm can compare cost per signed client rather than cost per ring.

## Pricing

Monthly subscription with a bundled usage credit rather than a fixed allowance: each plan includes a credit ($30 on single accounts, $250 to $400 on agency plans) which is consumed by tracking numbers, minutes, transcription, texts, and non-call lead events at published per-unit rates, with overage billed beyond the credit.

- **Call Tracking (single account)**: $30 per month. Calls only, no form or chat tracking; Dynamic number insertion and number pools; Call recording and basic reporting; $30 usage credit included; API access. Does not include keyword-level campaign reporting or the Google Ads integration. Most buyers who think they want this plan actually need Plus.
- **Plus (single account)**: $60 per month. Everything in Call Tracking; Form and chat tracking; Campaign and keyword-level reporting; Google Ads and Microsoft Ads integrations; $30 usage credit, plus up to around 300 forms and chats. The real entry point for anyone attributing paid search calls to keywords.
- **Pro (single account)**: $100 per month. Everything in Plus; Call flows and advanced routing; Custom report builder; HIPAA compliance. The tier healthcare buyers need, and the one agencies pick when clients want bespoke reports.
- **Elite (single account)**: $160 per month. Everything in Pro; Customer journey mapping; Multi-click attribution; Lead intelligence and automated qualification rules.
- **Agency plans (unlimited accounts)**: $500 Plus / $800 Pro / $1,250 Elite per month. Unlimited client sub-accounts; White label branding, domain, emails, reports, and invoices; Larger bundled usage credits ($250 to $400); Cheaper unit rates: $1.75 per local number, 4 cents per local minute. The economics flip in the agency plans' favour somewhere around eight to ten active client accounts.

Add-ons:

- Local tracking number ($2.50 per number per month (single) / $1.75 (agency))
- Toll-free tracking number ($3.50 per number per month (single) / $3.00 (agency))
- Local minutes (4.5 cents per minute (single) / 4 cents (agency))
- Toll-free minutes (6.5 cents per minute (single) / 6 cents (agency))
- Call transcription (2 cents per minute on all plans)
- Text messages (3 cents each on all plans)
- Additional forms, chats, and transactions (10 cents each beyond the included count)

Billing notes:

- There is no fixed number of included tracking numbers on any tier. Every plan includes a usage credit ($30 on single accounts) and numbers, minutes, transcription, and texts draw it down, which is a different and less predictable model than a competitor advertising a set number of lines.
- That $30 credit buys roughly twelve local numbers with no minutes, or four local numbers plus about 400 minutes. A realistic small-business deployment with a ten-number pool and 1,500 minutes a month runs about $92 in usage against a $30 credit, so a $60 Plus plan really costs around $122.
- Keyword-level attribution, form tracking, chat tracking, and the Google Ads integration all begin at Plus ($60). The $30 plan cannot answer which keyword produced a call, which is the question most buyers are asking.
- Transcription at 2 cents a minute is cheap enough to run on everything, and unlike Twilio's 5 cents it does not need rationing.
- Toll-free costs more on both axes: $3.50 versus $2.50 per number and 6.5 versus 4.5 cents per minute. Use local numbers unless a national identity genuinely matters.
- Agency plans start at $500 a month, which is a real step, but they include unlimited sub-accounts, a $250 to $400 credit, and roughly 30 percent cheaper unit rates. The break-even against stacking single accounts arrives around eight to ten clients.
- Annual billing is offered at a discount; the 14-day free trial is the evaluation path and is long enough to see a real month of paid search traffic if you time it well.

Value assessment: WhatConverts is the best-value serious call tracking product for a small business or a small agency, and the reason is focus rather than feature count. At $60 on Plus, plus perhaps $60 to $90 of realistic usage, you get keyword-level attribution, form and chat tracking, recording, cheap transcription, one-click qualification, enhanced conversions back to Google Ads, and API access, from a bootstrapped company whose entire product is this problem. The credit model is the thing to watch: it is honest but it is not predictable, and buyers who plan a twenty-number pool without doing the arithmetic will be unpleasantly surprised in month one. Note also what this product is not: there is no dialer and no outbound calling story at all, so the standard three-person team making 100 calls a day scenario simply does not apply here. WhatConverts measures the calls that come in, which for an advertising local business is usually the more valuable half of the phone.

## Strengths

- Answers the question no phone system in this category can answer: which ad, campaign, and keyword produced this specific phone call.
- Tracks calls, forms, chats, and ecommerce transactions in one attributed dashboard, so the marketing report covers every conversion path rather than only the phone.
- Excellent agency tooling: white label with your own logo and domain, unlimited sub-accounts on agency plans, branded reports, emails, and invoices, and cheaper unit rates at that level.
- One-click lead qualification is a deceptively important design decision, because it converts raw call volume into a report about revenue rather than a report about ringing.
- Transcription at 2 cents a minute is cheap enough to run on every call, and AI lead analysis turns those transcripts into intent signals rather than a wall of text.
- Enhanced conversions push qualified-lead data back into Google Ads so automated bidding optimizes toward calls that closed, not calls that connected.
- API access is included from the $30 tier rather than gated to the top plan, and there are more than 1,000 integrations.
- Bootstrapped, profitable, and roughly $10M in revenue with about 25 people, so the pricing is sustainable rather than a venture-funded land grab, and the company has no incentive to move upmarket away from small businesses.

## Limitations

- The credit-based pricing is less predictable than a competitor's included-numbers allowance, and a realistic deployment often costs double the plan sticker once numbers and minutes are counted.
- Keyword-level reporting, form tracking, chat tracking, and the Google Ads integration all require the $60 Plus tier, so the $30 headline is misleading for the most common use case.
- Purely an inbound product. There is no dialer, no outbound calling workflow, and nothing to help a sales team place calls.
- It is not a phone system. Call flows and IVR exist to route tracked calls, but there are no user extensions, desk phones, internal dialing, or team messaging.
- HIPAA compliance requires the $100 Pro tier, which is a meaningful step up for a small medical or dental practice that only needs basic attribution.
- Multi-click attribution and customer journey mapping are Elite-only at $160, so mid-market buyers wanting anything beyond last-click pay a real premium.
- A small company of around 25 people, down from about 40 in 2023, which is stable and lean but means less parallel development than a larger competitor.
- Toll-free tracking numbers and minutes cost meaningfully more on both axes, which quietly inflates bills for businesses that default to 800 numbers.

## Comparisons

- **WhatConverts vs CTM (CallTrackingMetrics)**: The closest direct comparison in this directory. CTM starts higher at $79 a month (or $65 annually) but includes unlimited tracking sources and users, and its Sales Engage tier at $329 adds a real softphone and smart dialer, which makes it a hybrid attribution and calling platform rather than pure attribution. WhatConverts starts at $30, is simpler, has better one-click lead qualification, and is cheaper for a small business with a modest number pool. Take CTM if you want attribution and an agent calling layer in one vendor; take WhatConverts if you want the cleanest, cheapest answer to which ad produced the call.
- **WhatConverts vs CallRail**: CallRail is the best-known name in call tracking and the incumbent most small businesses have heard of, with a large integration ecosystem and a strong conversation intelligence layer. WhatConverts competes by tracking forms, chats, and transactions alongside calls in one lead dashboard, by its one-click qualification workflow, and by aggressive agency white-labelling from a bootstrapped cost base. If you want the safest brand-name choice, CallRail. If you want lead tracking rather than call tracking and better agency margins, WhatConverts.
- **WhatConverts vs Quo (formerly OpenPhone)**: These solve adjacent problems and are frequently bought together. Quo (formerly OpenPhone) is a business phone system at $15 to $35 a seat with a shared inbox, texting, and CRM logging; it can tell you a call happened but never which ad caused it. WhatConverts sits in front of a system like Quo, attributes the inbound call to a campaign, and forwards it through. A local business advertising on Google reasonably needs both, and they cost less together than one seat of most enterprise alternatives.
- **WhatConverts vs Aircall**: Aircall is a per-seat cloud phone and sales calling platform with over 100 integrations, a Power Dialer, and a clean agent interface, from around $30 a seat with a three-licence minimum. It has no marketing attribution: no dynamic number insertion, no keyword reporting, no number pools. WhatConverts has no agent interface, no dialer, and no per-user calling. They are complements rather than competitors, and a marketing-led business that buys only one of them is answering only half the question.
- **WhatConverts vs Ringover**: Ringover is a business phone and sales calling platform with numbers in 65-plus countries, a power dialer on its Business tier, and separately priced AI modules, sold per seat with a three-user minimum above the entry plan. It handles the conversation; WhatConverts handles the question of where the conversation came from. If your problem is that your reps cannot dial fast enough, Ringover. If your problem is that you cannot tell which of your ads is wasting money, WhatConverts.

## Implementation

- Setup time: Under an hour for a basic deployment: create an account, add the tracking script to your site, provision a number pool, and set a forwarding destination. Attribution starts working on the next visitor. Connecting Google Ads, building call flows, and configuring qualification rules add a few hours of setup that is worth doing properly rather than quickly.
- Learning curve: Low for the mechanics and moderate for the discipline. Installing the script and seeing attributed calls is easy. The genuine learning is operational: getting staff to qualify leads consistently, sizing the number pool correctly for your traffic, and resisting the urge to judge campaigns on call volume rather than qualified value.
- Onboarding: Fully self-serve with a 14-day free trial. Support is included on every plan and the company's small size shows up as unusually direct support contact. Agencies get help with white-label domain configuration and sub-account structure.
- Migration: Existing numbers can be ported in, which matters when your main advertised number needs to become the tracked one. The bigger migration question is your number pool size: coming from a vendor with a fixed included allowance, you have to translate that into credit consumption, and getting the pool wrong in either direction either breaks visitor-level attribution or wastes money. Historical attribution data does not migrate from a previous vendor, so plan for a clean break and export your old reports before cancelling. Leaving WhatConverts is straightforward, since numbers port out and the API gives you full access to your own lead data.

## Platform, API & security

- Platforms: Web application, JavaScript tracking snippet, iOS and Android apps for lead notifications and qualification, REST API
- API: Full API access to account and lead data included on every plan from $30 upward, plus webhooks for pushing leads into other systems in real time. This is unusually generous compared with competitors who reserve API access for higher tiers.
- Compliance: HIPAA compliance available on the Pro tier and above, GDPR, SOC 2, First-party cookie tracking rather than third-party, Configurable call recording notifications for consent jurisdictions
- Data residency: US-hosted infrastructure; confirm regional requirements directly if you have EU data residency obligations.
- SSO: User roles and permissions are managed within the account; single sign-on is not a headline feature and should be confirmed directly if it is a requirement.
- Security notes: User roles and granular permissions, client-level qualification settings for agency sub-accounts, and automated spam call blocking to keep nuisance traffic out of both the minute meter and the lead data. Recording announcements are configurable and it is your responsibility to set them appropriately for one-party and two-party consent states, which is a live issue for a product whose entire purpose is recording inbound calls from strangers.

## Support

- Channels: Email and ticket support on all plans, Live chat, Phone support, Onboarding assistance for agencies
- Documentation: Documentation and knowledge base covering tracking script installation, number pools, call flows, integrations, and the API, plus an active blog aimed at agencies and local marketers.
- Community: No large public forum, but a strong reputation among small marketing agencies and a support organization small enough that customers speak to the same people repeatedly.

## Company

- Founded: 2014
- Founders: Michael Cooney, Jeremy Helms
- Headquarters: Charlotte, North Carolina, United States
- Ownership: Bootstrapped and founder-owned, with no outside funding raised
- Employees: Approximately 25 (2026), down from around 40 in 2023
- Funding: No venture capital raised. WhatConverts grew to roughly $10M in annual revenue entirely from operations, competing against substantially better-funded incumbents in the call tracking category.

Funding history:

- Bootstrapped (2014 to present): No outside funding. Reached approximately $10M in revenue with about 25 people and no venture capital, which is unusual in a category where the leaders are venture or private equity backed.

Timeline:

- 2014: Founded in Charlotte, North Carolina by Michael Cooney and Jeremy Helms to tell small businesses which marketing produced their phone calls.
- 2016: Expands from call tracking into lead tracking, adding form and chat tracking so all conversion paths appear in one attributed dashboard.
- 2018: Builds out the agency product with white labelling, sub-accounts, and branded client reporting, which becomes the company's strongest channel.
- 2021: Adds ecommerce transaction tracking and multi-click attribution, moving beyond last-click reporting.
- 2023: Reaches roughly $10M in revenue while remaining bootstrapped, with a team of around 40 people.
- 2025: Ships AI lead analysis over call transcripts, flagging buyer intent and qualifying leads automatically rather than relying on manual marking.
- 2026: Published single-account pricing stands at $30 Call Tracking, $60 Plus, $100 Pro, and $160 Elite per month, each with a $30 usage credit, with agency plans from $500 carrying unlimited sub-accounts and cheaper unit rates.

## Integrations

Google Ads and Google Analytics 4, Microsoft Ads, Meta Ads, Google Looker Studio, Pipedrive and other CRMs, Formstack, Formsite, Gravity Forms, and other form builders, Calendly, Intercom and other chat tools, SimpleTexting, AgencyAnalytics and reporting platforms, Landingi and VWO, Zapier and over 1,000 integrations in total, REST API and webhooks on every plan

## FAQ

### What is WhatConverts?

WhatConverts is a lead tracking and marketing attribution platform. It swaps the phone number displayed on your website for a tracking number tied to each visitor's traffic source, so when someone calls you can see which ad, campaign, keyword, and landing page produced that call. It tracks form submissions, chat conversations, and ecommerce transactions the same way, records and transcribes calls, and lets you mark each lead qualified so your reporting reflects revenue rather than call volume.

### How much does WhatConverts cost?

Single-account plans are $30 for Call Tracking, $60 for Plus, $100 for Pro, and $160 for Elite per month, each including a $30 usage credit. Agency plans with unlimited sub-accounts are $500 Plus, $800 Pro, and $1,250 Elite with credits of $250 to $400. There is a 14-day free trial. The plan price is a floor: numbers, minutes, transcription, and texts draw down the credit and then bill per unit.

### How many tracking numbers do I get?

None as a fixed allowance, which is the most important thing to understand about the pricing. Every plan includes a usage credit instead: $30 on single accounts. Local numbers cost $2.50 each per month and toll-free $3.50, so that $30 buys about twelve local numbers with no minutes at all. In practice a small business with a ten-number pool and 1,500 tracked minutes a month uses about $92 of usage, meaning a $60 Plus plan really costs around $122. Size your number pool before you buy.

### What do calls actually cost per minute?

On single accounts, 4.5 cents per local minute and 6.5 cents per toll-free minute. On agency plans, 4 cents and 6 cents. Transcription is 2 cents per minute on every plan, which is cheap enough to transcribe everything rather than rationing it. Text messages are 3 cents each. Forms, chats, and transactions beyond the included counts are 10 cents each.

### Is keyword-level attribution included in the $30 plan?

No, and this is the most common and most expensive misreading of the pricing. The $30 Call Tracking plan covers calls only. Campaign and keyword-level reporting, form tracking, chat tracking, and the Google Ads and Microsoft Ads integrations all begin on the $60 Plus tier. If your reason for buying call tracking is to know which paid search keyword produced a call, Plus is your entry price, not $30.

### What is dynamic number insertion and why does the number pool size matter?

Dynamic number insertion swaps the phone number displayed on your website per visitor session, so the call can be tied back to that specific visitor's source, campaign, and keyword. It works by rotating a pool of numbers across concurrent visitors, which means the pool needs to be large enough that two simultaneous visitors never share a number. Too small a pool and attribution degrades silently; too large and you pay $2.50 a month for numbers nobody uses. Sizing it against your actual concurrent traffic is the main setup decision.

### Can I use WhatConverts as my phone system?

No, and it is not designed to be one. It has call flows, IVR menus, geo-routing, scheduling, and simultaneous dialing, but only to route tracked inbound calls to your real destination. There are no user extensions, no desk phones, no internal calling, no team messaging, and no dialer. The normal deployment is WhatConverts sitting in front of a phone system such as Quo, Ooma Office, or RingCentral, forwarding attributed calls through to it.

### Can WhatConverts help my team make outbound sales calls?

No. This is an inbound attribution product, full stop. There is no power dialer, no call list management, no dispositions, and no outbound calling workflow of any kind. The standard comparison in this category of a three-person team making 100 calls a day simply does not apply. If outbound volume is your problem, look at PhoneBurner, Kixie, or Salesfinity; if knowing which ad produced your inbound calls is your problem, this is the right product.

### What about recording consent and HIPAA?

Recording is central to the product, so consent handling matters more here than almost anywhere else in this category, because you are recording inbound calls from strangers who did not choose your vendor. Recording announcements are configurable and it is your responsibility to set them appropriately, which means two-party consent in states such as California, Florida, and Pennsylvania. HIPAA compliance is available but requires the $100 Pro tier, so a small medical or dental practice cannot record calls compliantly on the $30 or $60 plans.

### Is WhatConverts a good fit for a marketing agency?

It is one of the strongest agency products in the category. White labelling covers your logo, your domain, and branded emails, reports, and invoices, so clients never see the vendor. Agency plans from $500 a month carry unlimited sub-accounts, larger usage credits of $250 to $400, and roughly 30 percent cheaper per-number and per-minute rates. The break-even against stacking individual client accounts arrives somewhere around eight to ten active clients, which is a small enough number that most agencies with a local services book should be on an agency plan.

### Who owns WhatConverts and is the company stable?

It is bootstrapped and founder-owned, with no venture capital raised at all. Founded in 2014 in Charlotte, North Carolina by Michael Cooney and Jeremy Helms, it reached roughly $10M in annual revenue with a team of about 25 people. That is a smaller team than in 2023, when it was around 40, which means less parallel development than a larger rival, but it also means the pricing is sustainable and there is no investor pressure to abandon small-business customers for enterprise deals.

## Editorial verdict

WhatConverts fills the most conspicuous gap in this category for a local business: knowing which advertising produced which phone call. It does that job cleanly, tracks forms, chats, and transactions alongside calls so the whole conversion picture lives in one place, and its one-click qualification workflow is the quiet design decision that turns call volume into a revenue report. For agencies it is close to ideal, with white labelling, unlimited sub-accounts, and cheaper unit rates from $500 a month. Two warnings. First, the $30 headline is not the price of the product most people want: keyword-level attribution and form tracking start at $60. Second, the credit model means a realistic deployment often costs roughly double the plan sticker once numbers and minutes are counted, so size your number pool before you sign up. And be clear about what it is not: there is no dialer, no outbound workflow, and no phone system here. This sits in front of your phone, tells you where the call came from, and passes it through.

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Source: SaaSTracker (https://saastracker.org), an independent editorial project. This profile is compiled from public information, carries no peer reviews or paid placement, and was last reviewed 2026-08-22. Awards are judged on published criteria: https://saastracker.org/methodology