Call forwarding is a phone feature that redirects incoming calls from one number to another. When someone calls your business line and you cannot answer, the call gets sent to a different number, whether that is your mobile phone, a colleague, an answering service, or an AI phone assistant.
Every phone carrier supports call forwarding. It works on landlines, mobile phones, and VoIP systems. The feature has been part of the telephone network since the 1960s, and it is still one of the most practical tools for business communication.
Types of Call Forwarding
There are two main categories, and the difference matters for how you use it.
Unconditional Call Forwarding
All incoming calls are forwarded immediately, regardless of whether you are available. Your phone does not ring at all.
When to use it: You are out of the office for the day, on vacation, or you want every call handled by someone else (or something else, like an AI assistant).
GSM code: **21*[destination number]# to activate, ##21# to deactivate.
Conditional Call Forwarding
Calls are forwarded only when a specific condition is met. There are three sub-types:
| Type | Condition | GSM Code (Activate) | GSM Code (Deactivate) |
|---|---|---|---|
| No answer | You do not pick up within a set number of rings | **61*[number]# | ##61# |
| Busy | Your line is already in use | **67*[number]# | ##67# |
| Unreachable | Your phone is off or out of coverage | **62*[number]# | ##62# |
When to use it: You want to answer calls yourself when you can, but have a backup for when you cannot.
Most businesses using an AI phone assistant choose conditional forwarding. You answer when you are free; the AI picks up when you are busy, unavailable, or just prefer not to.
How to Set Up Call Forwarding
On iPhone
- Open Settings > Phone > Call Forwarding
- Toggle it on
- Enter the destination number
Note: iPhone settings only support unconditional forwarding. For conditional forwarding, use the GSM codes above through the Phone dialer.
On Android
- Open the Phone app > Settings > Calls > Call Forwarding
- Select the forwarding type (always, when busy, when unanswered, when unreachable)
- Enter the destination number
Using GSM Codes (Any Phone)
Open your phone’s dialer, type the GSM code, and press the call button. You will hear a confirmation tone. This works on any GSM phone worldwide.
On Landlines
Contact your phone provider. Most offer call forwarding through an online portal or by dialing a provider-specific code (often *72 in North America).
Why Call Forwarding Matters for Your Business
Never miss a call
A missed call is a missed opportunity. Call forwarding means your number is always covered, even when you are in a meeting, driving, or at lunch.
Separate personal and business
Forward your business number to an AI assistant during evenings and weekends. You get your downtime; callers still get a professional response.
Handle overflow
During busy periods, forward overflow calls to a second line, a colleague, or an AI assistant. No more busy signals.
Work from anywhere
Forwarding lets you route calls wherever you are. Working from a cafe? Forward your office line to your mobile. On a job site? Forward to your AI assistant.
Call Forwarding and AI Phone Assistants
Call forwarding is how most AI phone assistants receive calls. The setup works like this:
- You get a dedicated number from the AI assistant service
- You set up conditional call forwarding on your phone to that number
- When you do not answer, the AI assistant picks up instead
With Safina, setting up call forwarding takes about two minutes. The app walks you through the GSM code for your specific phone and carrier, so you do not need to remember the codes yourself.
Common Issues and Fixes
Calls go straight to voicemail instead of forwarding: Your voicemail may be intercepting calls before the forwarding activates. Disable voicemail first, then set up forwarding.
Forwarding does not work on Wi-Fi calling: Some carriers handle forwarding differently on Wi-Fi. Try disabling Wi-Fi calling if forwarding is not working as expected.
Ring time is too short: With conditional forwarding on “no answer,” you can adjust how many seconds the phone rings before forwarding. On most carriers, add **61*[number]*11*[seconds]# where seconds is 5, 10, 15, 20, 25, or 30.
Related Terms
- AI Phone Assistant: The destination many businesses forward unanswered calls to
- Call Transfer: Moving a call that is already connected to another person (different from forwarding)
- Voicemail: The default forwarding destination on most phones
- VoIP: Internet-based phone systems that also support call forwarding