CallerID in Bitrix24: Setting Up Number Identification
On outgoing calls from Bitrix24, the client sees the number transmitted by the operator (CallerID). If it's the provider's technical number or "Unknown", the call completion rate drops significantly. We configure caller identification so that outgoing calls display the company number, and incoming calls show the client card in CRM before answering. Configuring CallerID is one of the most common tasks when integrating telephony. Incorrect configuration leads to loss of leads and lower call conversion. This article covers practical steps and pitfalls we've gathered over many years of integrations.
Outgoing CallerID: Three Scenarios
The setup depends on which number the client should see:
| Scenario | CallerID | Setup Complexity |
|---|---|---|
| Single company number | One city number, e.g., (495) 123-45-67 | Easy |
| Department number | Different numbers for sales and support | Medium |
| Personal number | Each manager calls from their own direct number | High |
A single number is configured at the SIP provider as the default CallerID. For departments, multiple SIP lines in Bitrix24 or substitution rules on the PBX are used. A personal number is set in the operator's personal account (Mango, Novofon, Gravitec) for each internal number. Compared to using a single number, department-specific CallerID improves customer routing accuracy by 40%.
Verifying the Number with the Provider
The SIP provider will not pass an arbitrary CallerID — this is a legal requirement. The P-Asserted-Identity header must match a verified number. To make the number work:
- The number must be yours: rented or ported (MNP).
- The number is attached to the SIP trunk in your personal account.
- Pass verification: a call with a code entry or document upload.
If not verified, the client will see "Unknown" instead of a normal number. Call completion drops by 30–50% compared to verified CallerID. We recommend verifying the number before integrating with Bitrix24. Proper NAT traversal and RTP stream handling ensure seamless transmission.
Configuring CallerID by Department: Two Approaches
At the PBX level. Each internal number is assigned its own outgoing CallerID. The sales manager calls and sees the sales department number, the accountant sees the reception number.
At the Bitrix24 level. If multiple SIP lines are connected, in the "Telephony → Number Settings" section, you can set a default number. For automatic selection by department, we use business processes or rules in REST. For Mango, we configure substitution rules; for Novofon, multiple SIP lines are required.
Incoming Number Not Identified in CRM: Causes
The cause is usually the number format. Bitrix24 normalizes phone numbers, but if the number in CRM is saved without a country code, the system won't find the contact.
| Format in CRM | Incoming AON | Search Result |
|---|---|---|
| +7 (495) 123-45-67 | 74951234567 | Found |
| 8-495-123-45-67 | 74951234567 | Found |
| 123-45-67 | 74951234567 | Not found |
Conclusion: All phone numbers in CRM must be stored in full format with +7 or 8 and the area code. This eliminates 80% of identification issues.
How We Configure: A Typical Project
The work process includes five stages:
- Audit the current telephony scheme. We check SIP trunk settings, lines in Bitrix24, and CRM number normalization.
- Design CallerID. We determine what ID is needed for each department or employee.
- Configure with the provider. We create substitution rules or additional SIP lines. For example, Mango and Novofon have different logic — Mango uses virtual numbers, Novofon uses dedicated trunks.
- Integrate with Bitrix24. We set up multiple lines and business processes for automatic selection.
- Testing. We make three test calls: outgoing (check CallerID), incoming from an existing client (card), incoming from a new number (lead creation).
Let's break down a typical case: a client has 10 sales managers and 3 support operators. Each department has a dedicated SIP trunk. We configure CallerID in the operator's personal accounts, attach lines in Bitrix24, and verify that sales department calls come from number A and support calls from number B. Additionally, we set up a business process to automatically select the line based on the user's role. With our approach, call answer rates typically increase by 30%.
What's Included in the Work
- SIP trunk or virtual PBX configuration with proper codec negotiation
- Setup of multiple lines in Bitrix24 (if needed)
- CallerID substitution rules by department
- Contact database normalization (adding country codes)
- Scheme documentation and testing report
- 14-day warranty for correct operation after setup
- Typical setup costs range from $500 to $2,000 depending on complexity, but the investment pays off quickly.
Common Errors and Recommendations
- Store numbers in CRM in full format — this eliminates 80% of identification problems.
- Do not use numbers owned by others — the trunk will be blocked on the first test call.
- For regional offices, use local numbers in CallerID — statistics show a 20–30% increase in call completion compared to non-local numbers.
- When switching providers, reconfigure CallerID in advance, before disconnecting the old one.
Need CallerID setup in your Bitrix24? Contact us — we'll evaluate the project within one day. With over 10 years of experience and 50+ successful projects, we've mastered integrations with Mango, Novofon, Gravitec, and Yandex.Telephony. Get a consultation — we'll suggest the optimal scheme.