Setting up Caller ID in Bitrix24

Configuring CallerID (Number Display) in Bitrix24

CallerID is the number the customer sees when you make an outgoing call from Bitrix24. Proper CallerID setup affects call connect rate: calls from unknown or hidden numbers are often ignored. We configure it so outgoing calls display the company number, and incoming calls show the customer card to the manager before pickup.

Outgoing CallerID

When calling from Bitrix24, the customer sees the number set in the SIP trunk or telephony settings. Options:

• Single company number. All outgoing calls use one number — for example, a local number 8 (495) XXX-XX-XX. Configured on the SIP provider's side as the default CallerID for the trunk.
• Department number. Sales calls from one number, support from another. Implemented via multiple SIP lines in Bitrix24 or CallerID substitution rules on the PBX side.
• Personal employee number. Each manager calls from their own direct number. Configured in the PBX settings (Gravitel, Novofon, Mango, etc.) as CallerID for each internal number.

Number verification in SIP trunk

The SIP provider won't allow you to substitute an arbitrary number — it's a telecom operator-level restriction. For CallerID to work:

1. The number must belong to you. Rented from the provider or ported (MNP).
2. The number is tied to the SIP trunk. In the provider's personal account, the number is assigned as outgoing for a specific trunk.
3. Verification. Some providers (Novofon, Mango) require number verification: a call to the specified number with a code or document upload proving your right to use it.

If CallerID is not verified — the provider will substitute its own technical number or hide it completely. The customer sees "Unknown" — answer rate drops.

CallerID by employee and department

For companies with multiple directions, we set up separate CallerID:

At the PBX level. In the virtual PBX settings, each internal number is assigned its own outgoing CallerID. A sales manager calls — customer sees the sales department number. An accountant calls — the reception number.

At the Bitrix24 level. If multiple SIP lines are connected, in B24 telephony settings ("Telephony → Number Configuration") you can set the default outgoing number. With multiple lines — line selection is available to the manager before the call or assigned automatically by department via business process.

Incoming number determination (ANI)

Incoming CallerID is the caller's number transmitted by the telecom operator. Bitrix24 uses this number to:

• Search in CRM. The system looks for the number among contacts, companies, and leads. On match — displays the card.
• Routing. If the contact is found and a responsible manager is assigned — the call is directed to that manager (with smart routing enabled).
• Lead creation. If the number isn't found — a lead is created with the caller's phone.

Correct identification depends on number format. Bitrix24 normalizes phones, but discrepancies occur:

Conclusion: phone numbers in CRM should be stored in full format with country code.

Practical recommendations

• Before launch, verify CallerID with a test call to your mobile — confirm the right number displays.
• Don't use numbers you don't own. The operator may block the trunk.
• For regional offices, use local numbers in CallerID — call connect rates are higher.
• When changing providers, reconfigure CallerID — old numbers stop working.
• Check phone normalization in CRM: run a contact report for short numbers (fewer than 10 digits) and update them to full format.

What we configure

• Outgoing CallerID on the SIP trunk: single or by employee
• Number verification with the provider
• CallerID substitution rules by department in the PBX
• Phone number normalization in CRM for correct incoming call identification
• Testing: outgoing call (verify CallerID), incoming call (verify customer card), call from new number (verify lead creation)