Mobile-Only? One in three Brits won’t trust your business

New research highlights consumer trust issues as UK landline switch-off looms

As the UK races toward a fully digital telecoms future, our research reveals a hidden risk for businesses – especially SMEs. Over a third (35%) of British consumers say they wouldn’t trust a small or medium-sized business that only uses a mobile number.

The findings highlight a surprising reliance on ‘fixed’ contact details - particularly when it comes to credibility and professionalism – as the country prepares to switch off its analogue networks. The nationwide shutdown of the Public Switched Telephone Network (PSTN) and Integrated Services Digital Network (ISDN), now due by January 2027, will require all businesses to adopt digital voice services. In some cases, as the switch over picks up speed, businesses may get just 90 days' notice to switch or risk losing their landline connectivity.

Landline loyalty still rings true

Our research also shows that almost half (48%) of UK consumers trust big businesses more if they have a landline – rising to 54 per cent among Millennials (aged 28-43).

And when it comes to getting in touch, the humble phone call still wins: 44 per cent of respondents said calling is their preferred way to communicate with businesses.  Most (63%) believe it is quicker and/or easier to explain things verbally, 49 per cent prefer to call for an immediate response and half said a phone call feels more personal and allows for better connection.

Only 13 per cent favour texting or in-person contact, and just four per cent prefer social media.

The psychology of trust: Why the phone number still matters

Despite the rise of mobile communications and digital platforms, the study shows the extent to which a landline signals credibility. Consumers may tend to associate fixed phone lines with established customer service, traceable office locations, and a more professional setup.

Mobile numbers, by contrast, often feel personal or temporary. For SMEs, going mobile-only may seem like a practical move, but it could come at the cost of consumer confidence. For larger organisations, the absence of a landline might even signal something more worrying: a lack of infrastructure or accountability. 

"Consumers may not consciously realise it, but the type of phone number a business uses still affects how trustworthy it appears,” said our CEO Richard Tang. “The type of number you use is more than just technical - it’s psychological. It sends a message about how established and trustworthy your business is, signalling scale, support, and commitment.”

“As the final deadline for the switch-off of the UK’s traditional phone network approaches, businesses need to rethink not just how they communicate - but how those methods are perceived by the public,” Tang continues.

“Delaying the transition to digital voice technology, and maintaining an existing landline number on the old copper network, could lead to service disruptions and increased costs down the line. Early adoption of solutions like CloudComms ensures your business remains connected and competitive in the digital age.

“Our CloudComms platform helps businesses retain the professional credibility of a landline - without relying on copper infrastructure. Offering features like direct dialling, voicemail, and call routing, CloudComms keeps businesses accessible via a fixed number, across any device and location. Whether it’s for a single-user desk phone or a large contact centre, Zen ensures businesses stay connected, scalable, and future-ready.”

For more information visit business.zen.co.uk/voice