JustCall is a cloud-based phone system and SMS platform designed for sales and support teams. It provides virtual phone numbers in over 70 countries, built-in calling and texting, call recording, voicemail drops, and integrations with major CRMs. For custom web application development, JustCall fills an interesting niche, it sits between a raw communication API like Twilio and a full CRM like Close. When clients need their custom applications to have calling or SMS capabilities but don't want to build a phone system from scratch, JustCall's API and webhook system make it possible to programmatically trigger calls, send SMS messages, log call outcomes, and sync communication history with custom dashboards. I've used it in builds where the client needed a ready-to-use phone system with the flexibility to connect to their custom tools.
JustCall was founded in 2016 by Gaurav Sharma and Sachin Vaish in India. Sharma had a background in SaaS and communications technology, and the company was born out of a straightforward observation: small and mid-size sales teams needed a cloud phone system that was easy to set up, worked globally, and integrated with the CRM tools they already used, but the existing options were either too complex (enterprise solutions like Five9 or Genesys) or too basic (consumer VoIP apps). JustCall launched with a focus on simplicity and CRM integration, offering native connections to HubSpot, Salesforce, Pipedrive, and Zoho out of the box. The company raised $7 million in Series A funding in 2021 and rebranded under the parent company SaaS Labs, which also operates other SaaS products. JustCall has grown to serve over 6,000 businesses worldwide.
JustCall is part of a broader company called SaaS Labs, which operates multiple SaaS products from the same team. This multi-product strategy is relatively unusual for a startup and mirrors the approach of larger companies like Zoho. The parent company also builds products in the helpdesk and productivity space. Another interesting detail: JustCall was one of the earlier cloud phone platforms to build AI-powered features like real-time call transcription, sentiment analysis during calls, and AI-generated call summaries, positioning it as a competitor not just to traditional phone systems but to newer AI-powered conversation intelligence platforms. The company has also been notable for its aggressive product-led growth strategy, offering a generous free trial that lets teams fully test the platform with real phone numbers before committing.
Visit: justcall.io