Infinity
UK call tracking from Infinity Tracking Limited, including ResponseTap, with conversation analytics, bidding feedback and ISO 27001 certification
Quick Overview
| Company | Infinity Tracking Limited |
|---|---|
| Category | Call Tracking Software |
| Headquarters | Milton Keynes, United Kingdom |
| Founded | Not stated |
| EU Presence | Yes - United Kingdom (outside the EU, adequacy decision) |
| Data Location | UK data centres and AWS Dublin for European customers (per terms, Annex 2) |
| Open Source | No |
| GDPR Compliant | Yes |
| Self-Hosting | No |
| Main Features | Dynamic number insertion, tracking pools, Conversation Analytics, Smart Outcomes, Smart Match, Smart Voice, Agent Scorecards, 45+ integrations |
| Pricing | Starter £349 per month (1,000 calls, 30 numbers), Growth £1,495, Pro £2,500, Enterprise on request; the page shows a second, higher price beside each and 12-month agreements |
| Best For | Mid-size and larger UK advertisers that need call tracking tied to analytics and bidding platforms |
| Replaces | CallRail plus conversation analytics add-ons |
Detailed Review
Infinity sells call tracking with dynamic number insertion, so calls can be linked to the keyword, campaign or earlier visits behind them. Its UK page says ResponseTap is now part of Infinity, and the old ResponseTap address redirects there.
Infinity Tracking Limited, registered number 07192131, is the contracting party under English law. Companies House lists Smedvig Capital Limited and two UK individuals as significant controllers, each in the 25% to 50% band. The privacy policy also names a US entity, Infinity Tracking Inc. in Baltimore, which serves US-contracted customers.
Packages
The UK pricing page lists Starter at £349 per month with 1,000 calls and 30 numbers, Growth at £1,495 with 5,000 calls and 250 numbers, and Pro at £2,500 with 10,000 calls and 1,000 numbers. Each price appears beside a higher figure and the page does not say which is current, so ask for a written quote.
Packages are 12-month agreements billed monthly. The call tracking page separately says pricing starts at £199. Smart Voice and professional services are priced on application.
Analytics and integrations
Beyond number tracking, the platform offers Conversation Analytics (also described as speech analytics), Smart Outcomes, which sends call outcomes to bidding platforms, and Conversion Barriers. The call tracking page lists 45+ integrations plus an API, with Google and Meta links.
The vendor states ISO 27001 compliance and links a certificate number. The homepage says setup can take as little as one to two weeks.
Data and sub-processors
Annex 2 of the terms lists UK data centres (Equinix, iomart, RapidSwitch, IDNet) and AWS in Dublin for storage and transcription. Voicebase is named for transcription in some cases, and US and Canadian carriers appear for North American routing only.
Schedule 1 says data will not leave the EEA without prior written customer consent, with Standard Contractual Clauses where transfers are needed.
Limitations to Consider
Prices on the pricing page are shown twice per package without a label, no free trial is mentioned, and the 12-month term suits larger buyers more than small ones. The group includes a US entity, so check which entity signs your contract. This review rests on the vendor's pages, not a hands-on test.
Who Should Use Infinity
Advertisers with enough call volume to justify a 12-month package, who want analytics and bidding feedback from calls and a UK contracting party.
Pros and Cons
Pros
- Sub-processors listed by name in the terms
- ISO 27001 certificate number linked
- 45+ integrations plus API
- Bidding-platform feedback through Smart Outcomes
- Includes the former ResponseTap product
Cons
- Entry package at £349 per month is above lighter tools
- Two prices shown per package without explanation
- 12-month agreements
- US sister entity in the group
Alternatives to Infinity
Other European call tracking software worth comparing before you decide:
Mediahawk
United Kingdom · Call tracking and marketing attribution with published monthly plans
matelso
Germany · German-hosted call tracking with numbers in over 60 countries
Dexem
France · French call tracking sold as a monthly plan with included minutes
Ruler Analytics
United Kingdom · Attribution platform that ties calls and forms to CRM revenue
See all European call tracking software or compare them directly against CallRail plus conversation analytics add-ons on our alternatives page.
Frequently Asked Questions
The responsetap.com address redirects to an Infinity page saying ResponseTap is now part of Infinity. This page therefore treats the two as one listing, under Infinity Tracking Limited.
Companies House lists Smedvig Capital Limited, a company registered in England and Wales, and two British individuals as persons with significant control, each holding more than 25% and not more than 50%. The privacy policy also names a US entity for US customers.
The pricing page does not mention one. It offers a demo and a tailored quote instead, and packages run for 12 months billed monthly.