If you're a plumber, electrician, locksmith or builder, you already know the problem. The phone rings when you're under a sink, up a ladder or driving, and by the time you call back the customer has rung someone else.
An AI receptionist answers those calls for you, asks what the job is, takes the details and sends them to you. This guide covers what it costs in 2026, how it compares with the alternatives, and what to ask before you sign up.
Your options for missed calls
Voicemail
Free, but plenty of callers won't leave a message, especially for urgent jobs. They'll just try the next number on Google. The ones who do leave a message often mumble the address or forget their number.
A part-time receptionist
From April 2026 the National Living Wage is £12.71 an hour for workers aged 21 and over. Twenty hours a week works out at about £1,100 a month before holiday pay, employer pension and any employer National Insurance. That's good value if you have enough calls and admin to fill the hours, but it's a big step for a sole trader, and it still doesn't cover evenings and weekends.
An AI receptionist
You set your mobile to divert calls you don't answer to an AI number. The AI answers with your business name, asks what the problem is, how urgent it is and where the customer is, then sends you the details. You keep your existing number and handset.
What AI receptionists cost in the UK
Prices below were checked on the providers' own websites in October 2026. If you're not VAT registered (most sole traders under the £90,000 threshold aren't), you can't claim the VAT back, so the VAT-inclusive price is what you really pay.
IONOS AI Receptionist
| Plan | Price ex VAT | Price inc VAT | Includes |
|---|---|---|---|
| Flex | £39/month | £46.80 | 30 calls, then 49p per call, 1 call forwarding |
| Flex Pro | £69/month | £82.80 | 100 calls, then 39p per call, 5 forwardings, calendar booking |
| Unlimited | £99/month | £118.80 | Unlimited calls, API, website widget, calendar booking |
All plans include a dedicated number, call summaries by email and a one-month free trial. Per-call charges add up: 60 calls a month on Flex costs £39 + (30 x 49p) = £53.70 ex VAT, or £64.44 inc VAT.
Robust AI
| Plan | Price | Includes |
|---|---|---|
| Core | £99/month, VAT included | Every missed call answered 24/7, AI number, job cards by SMS or WhatsApp, flat rate with no per-call fees |
Diary booking (Google Calendar, Outlook or Cal.com) is an optional add-on, typically £20 to £30 a month. Robust AI is built specifically for trades and set up for you, and the first 10 businesses get a free month on real calls.
Disclosure: Robust AI is run by the same team as Future Tech Blog.
Questions to ask before you sign up
- What's the price including VAT? Some providers quote ex VAT, which makes them look 20% cheaper than they are for most sole traders.
- Are there per-call or per-minute charges? Work out a busy month, not an average one.
- How do I get the details? An email summary is fine at a desk. On site, a text or WhatsApp message is far more useful.
- Does it understand trade jobs? Can it tell an emergency (water pouring through the ceiling) from a quote request (new bathroom next spring)?
- Who sets it up? Some services expect you to write the scripts yourself. Others do it for you.
- Can I keep my number? You should only need to change your phone's call divert setting, which takes a few minutes and can be switched off instantly.
- Where is the data stored, and is it GDPR compliant? Calls contain customers' names, numbers and addresses.
- How easy is it to cancel? Look for monthly rolling contracts and a free trial or money-back guarantee.
Is it worth it?
The maths is simple. Think about what one typical job is worth to you in profit. If an AI receptionist wins you even one extra job a month that you would otherwise have lost, it has probably paid for itself.
It's also about time. Many sole traders don't want more work, they want fewer interruptions and fewer evenings returning calls. A good AI receptionist filters out time-wasters and sends you only the details you need, so your callbacks are shorter and more likely to turn into booked jobs.
Try one before you decide
Both providers above let you try before you commit. IONOS has a public demo line on its website, and you can talk to the Robust AI receptionist in your browser, playing a customer with a burst pipe or a tripped fuse box. Five minutes of being an awkward customer will tell you more than any comparison table.
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