Inside Cortex · All tiers
A proper business number. No second phone. Personal number stays yours.
The Line gives your trade business a dedicated business mobile number that runs through the Cortex app on the phone you already carry. Every call logged. Every voicemail stored. Your personal number never handed out again.
The problem
Your personal mobile was never meant to be your business number.
Most tradies start out giving their personal mobile to customers because it is the simplest thing to do. A few jobs in, it does not feel so simple. The phone rings at 6am on a Saturday. Customers text at 9pm on a Sunday. Your personal number is now on a hundred fridge magnets, two websites, and a Facebook page.
And when a call is missed, it disappears into a personal voicemail box that might get checked tonight, or tomorrow, or Friday. There is no record of who called, no automatic response, and no way to hand the conversation to anyone else in the business without forwarding it yourself.
Nothing is logged. Nothing is tracked. If you hand the phone to your partner or an apprentice, the business history goes with it.
The Line fixes the plumbing.What The Line does
One business number. Every call tracked. No second phone.
The Line is a dedicated business mobile number that lives inside Cortex. It runs through the Cortex app on the phone you already carry. Here is what it does from the moment it is live.
A proper business mobile number, set up for you
The Line is provisioned during your 14 day setup at no extra cost. Inbound calls ring through the Cortex app on the phone you already carry. No extra hardware. No second SIM. We handle the application. Australian telecommunications regulations require business verification before a number is assigned, so we submit the paperwork on your behalf.
Personal number stays private
When a customer calls The Line, it rings through the app on your phone. When you call back through the app, The Line number shows as the caller ID. Your personal number is never visible. And if you have a partner or apprentice, they can have the app too. Everyone makes and receives calls through the same Line number.
Every call logged to the customer record
Every inbound and outbound call through The Line is logged automatically to the customer record in The Pulse. Who called, when, and how long. No more calls disappearing into thin air. No more "wait, did I call them or did they call me?"
The number belongs to the business, not you
A personal mobile number cannot be handed over when you sell. The Line can. Every call logged, every customer conversation on record, every contact built over years of trading. When the time comes to sell, you are handing over a documented operating system with a communication history a buyer can verify. That is worth something.
Same missed call. Two very different businesses.
Without The Line. And with it.
Without The Line
- Customer calls at 11am. You are on a roof.
- Call goes to personal voicemail. No record of who called.
- You notice the missed call at 5pm.
- You call back from personal number. No answer.
- The job goes to whoever called them back first.
With The Line
- Customer calls The Line at 11am. You are on a roof.
- Reflex fires an SMS within seconds. Call logged to The Pulse automatically.
- You see it at smoko. One tap to call back from The Line.
- Customer sees your business number. Answers immediately.
- Job booked before lunch.
Included in every Cortex tier. Set up in 14 days. Done for you.
Get The Line for your business →The maths
What are missed calls costing you?
Every missed call to a personal number is a job your business cannot track or follow up. Enter your numbers to see what it costs.
Industry average: 4 per week
Avg job: $768 (ServiceSeeking 2026)
Industry average: 30% (MethodisAI 2026)
Your missed calls are costing you
$47,923
per year in unconverted work.
That is $3,994 per month walking out the door while you are on the tools.
Working: missed calls per week × 52 weeks × average job value × win rate. Conservative estimate. Sources: ServiceSeeking 2026, TradieScaler 2026, MethodisAI 2026.
Get The Line and stop losing those calls →Part of the system
The Line is the number everything else runs through.
When a call to The Line goes unanswered, Reflex fires an instant SMS so the caller knows you received it. On the Elite tier, Tilly answers the call directly, qualifies the job, and can book an appointment without you being involved at all.
Every call, voicemail, and SMS through The Line lands in The Pulse and attaches to the customer record. When you call a customer back, the full history of that contact is right there. The Line is not just a phone number. It is the voice of the whole system.
Cortex is built on infrastructure ranked in the global Top 100 by G2, named Best Enterprise CRM Solution at the 2025 MarTech Breakthrough Awards, and recognised by Deloitte as one of the fastest-growing technology companies in North America. The Line runs on that same foundation. Enterprise grade call routing and SMS handling, built for reliability at scale.
Why I chose this platform →The Line is included in every Cortex tier. Starter, Growth, and Elite. Set up in 14 days. Done for you.
See pricing and get started →Common questions
Questions about The Line
Do I need a second phone to use The Line?
Will customers see my personal mobile number when I call them back?
Where do calls and voicemails go?
Can I use The Line number for SMS as well as calls?
What happens to calls when I am on a job and cannot answer?
Which Cortex tiers include The Line?
Right, here's the thing.
Every call to your personal number is a call your business cannot track, follow up, or hand to anyone else.
The Line separates the business from the personal, logs everything, and connects every call to the system that follows up automatically.
See what missed calls are costing you