On-hold marketing: how it works and best practices

On-hold marketing uses recorded music and spoken messages while a caller waits, transfers or joins a queue. A good recording reassures the caller that the connection is still active, shares genuinely useful information and sets a clear expectation about what happens next.

It should never be used to disguise an excessive wait. The first priority is to answer calls promptly and give people an easier alternative when demand is high.

This guide explains how on-hold marketing works, what to include, what to avoid and how UK businesses can plan a professional caller experience.

What is on-hold marketing?

On-hold marketing is audio played to a caller when their call is placed on hold or waiting in a queue. It may include licensed music, service information, opening hours, self-service options or short messages about relevant products.

The phrase is sometimes used interchangeably with music on hold, but they are not quite the same. Music on hold is simply audio that fills the silence. On-hold marketing combines music with planned spoken content.

Wayv’s on-hold marketing feature information gives an overview of the service.

How does on-hold marketing work?

An on-hold audio file is uploaded to a compatible business phone system. When a call enters a queue or an employee presses hold, the platform plays the recording through the call.

A typical sequence might include:

1. a brief acknowledgement and reassurance that the caller remains connected
2. a short section of suitable licensed music
3. a useful message, such as opening hours or an online support option
4. an estimated wait or queue update where the system supports it
5. a callback, voicemail or alternative-contact option

The exact experience depends on the telephone platform. Some systems use one recording everywhere, while others allow different audio for departments, queues, sites or times of day.

What is the purpose of on-hold marketing?

The main purpose is to improve the waiting experience. Silence can leave callers wondering whether the line has failed. A well-designed message confirms that the call is still active and gives the person useful context.

Other aims may include:

• explaining self-service or online support options
• sharing temporary service updates
• directing callers to the correct team next time
• reminding customers what information to have ready
• introducing a relevant product or service without pressure
• reinforcing a consistent tone of voice

These benefits rely on restraint. The caller has contacted the business for a reason, so their original task should remain the focus.

What are the benefits of on-hold marketing?

Reassures callers

A short welcome and regular queue message lets people know they have reached the right organisation and remain connected. This is particularly helpful during transfers or unexpected delays.

Shares practical information

Callers can learn about opening times, what they need for an appointment or where to find online help. Useful information may allow someone to complete their task without waiting.

Creates a consistent brand experience

Voice, language and music can reflect the organisation’s character. A solicitor, healthcare provider and leisure venue will naturally sound different, but each should remain clear and professional.

Supports seasonal updates

A business can change messages for bank-holiday hours, planned maintenance or a short-term service issue. However, every temporary recording needs an owner and removal date.

Introduces relevant services

Where appropriate, an on-hold message can highlight a closely related service. Keep the claim accurate and avoid pushing a promotion at someone calling to complain or report a serious issue.

On-hold marketing is not the same as selling during a call

Automated hold content plays while the caller waits. An employee making a recommendation during a conversation is a separate sales or service activity and should not be confused with on-hold marketing.

That distinction matters because the customer’s context is different. A recorded queue message must work for many callers, while an employee can ask questions and decide whether a recommendation is relevant.

General call-handling guidance from the original article is retained here for background, but UK businesses should train teams around their own customers, policies and regulatory duties.

What should an on-hold message include?

A clear welcome

Confirm the organisation or department so the caller knows they are in the right place. Keep this first message brief.

An honest queue update

If the system can provide a reliable estimated wait or position, tell the caller. Avoid a generic “your call is important” message repeated every few seconds.

A useful next step

Offer a website, email address, callback option or self-service route when it can genuinely help. Say the address slowly and repeat it only where necessary.

Preparation information

For some services, callers can use the wait to find an account number, reference or other information. Never ask people to say passwords or full payment-card details aloud.

Short, relevant service messages

A message might explain a new booking route, deadline or support option. Focus on information that is likely to help a meaningful share of callers in that queue.

Appropriate music

Music should suit the brand and remain comfortable over a telephone connection. Keep volume consistent between speech and music, and ensure the business has the required licence or permission to use it.

What should businesses avoid?

Long promotional scripts

Callers cannot skip an on-hold recording easily. Therefore, keep promotions short and place service information first.

Unsupported claims

Do not promise savings, availability or results unless the statement is current and can be substantiated. A recording may stay live long after the offer changes.

Out-of-date information

An expired event or incorrect opening time damages trust. Give each recording an owner, approval date and scheduled review.

Jarring volume changes

Loud music followed by quiet speech is uncomfortable and hard to understand. Master the audio for telephone playback and test it through the live system.

Too much repetition

A short loop becomes irritating during a long wait. Use enough varied content for the typical queue time, but do not fill the recording with unnecessary words.

Inappropriate marketing during sensitive calls

Someone contacting bereavement, debt, urgent care or complaints support may find sales content distressing. Use neutral recordings for sensitive queues and prioritise a quick route to help.

The original article linked to commentary about poor customer service. The practical lesson is simple: hold audio cannot compensate for an unresolved service problem.

How to write an effective on-hold script

1. Define the caller and their task

Start with the reason people enter that queue. A billing caller needs different information from a prospective customer or technical-support user.

2. Decide the purpose of each message

Every section should reassure, inform or give a useful action. Remove lines that exist only to fill time.

3. Put essential information first

Lead with service changes, safety information or a practical alternative. Place optional marketing later.

4. Use plain UK English

Write short sentences and everyday words. Expand an acronym the first time and avoid internal department names that a caller may not recognise.

5. Read it aloud

Written copy can sound stiff when spoken. Reading aloud exposes awkward phrases, repeated words and sentences that are too long for a natural breath.

6. Time the recording

Measure each section and the full loop. Compare it with the queue’s normal and peak waiting times.

7. Add pronunciation notes

Tell the voice artist how to pronounce names, places, web addresses and technical terms. Check every number carefully.

8. Obtain approval

Ask the relevant service owner to confirm accuracy. Marketing, compliance or legal review may also be needed for promotional or regulated claims.

Example on-hold messages

General queue welcome

“Thank you for calling Northfield Services. You are in the queue for our customer team and remain connected. We will answer as soon as we can.”

Online alternative

“You can view invoices and update your contact details at northfield dot co dot uk forward slash account. If you prefer to speak to us, please stay on the line.”

Appointment preparation

“If you are calling about an existing appointment, please have your booking reference ready. You will find it at the top of your confirmation email.”

Temporary disruption

“We are currently receiving more calls than usual following this morning’s service interruption. Updates are available on our website. Thank you for your patience.”

Relevant service introduction

“If your team works across several locations, ask us about managing calls through one business number. Our adviser can explain the available options once connected.”

How long should on-hold messages be?

There is no universal length. Base the loop on the actual wait profile of the queue.

As a starting point, keep individual spoken segments short and separate them with music. A caller should not hear the same message every few seconds, but they also should not wait several minutes for an essential update.

Review median, upper-range and peak wait times. Then design enough material for the common experience and offer a callback or alternative when queues exceed it.

How often should recordings be updated?

Review evergreen audio at least several times a year and whenever a product, process, web address or opening time changes. Temporary content needs a specific expiry date.

A simple content register can record:

• file name and phone-system location
• queues or departments using the recording
• script owner and approver
• recording and publication dates
• music or voice licensing details
• next review and removal date

This prevents forgotten messages from remaining live in a rarely used queue.

How should on-hold marketing support accessibility?

Not every caller can hear, understand or use recorded audio in the same way. Give customers another route to support and make contact information easy to find.

Use clear speech, moderate pacing and simple sentences. Avoid background music underneath important instructions because it can make words harder to distinguish.

UK service providers should consider reasonable adjustments and anticipate barriers faced by disabled customers. That may include text-based contact, relay support, an alternative format or help from an employee.

What about privacy and call recording?

On-hold audio does not itself mean the call is being recorded. If the business uses call recording, explain that separately and follow a lawful, fair and transparent process.

A recording message should state the purpose rather than use vague wording. The organisation also needs an appropriate lawful basis, controlled access and a justified retention period.

Where a call may contain sensitive information, design hold and transfer processes carefully. Check whether the caller and employee can still be heard or recorded while hold is active.

How on-hold audio fits into a VoIP phone system

A modern business VoIP platform can apply different recordings to queues, departments and schedules. It may also support estimated waits, callback options, routing and reporting.

On-hold content is only one part of the caller journey. Review the auto attendant, queue, transfer, voicemail and out-of-hours experience together.

For instance, a perfect recording still fails if the call loops between departments or disconnects during a transfer.

How to measure whether on-hold marketing works

Do not measure success only by sales. Start with service outcomes such as:

• abandoned-call rate
• average and upper-range waiting time
• callback uptake
• repeat calls about the same issue
• use of the online option mentioned
• complaints about queues or messages
• customer feedback after the interaction

Compare a sensible period before and after the change. Also account for staffing, seasonality and service incidents that may affect the numbers.

Listen to employee feedback as well. Advisers often know which message creates questions or arrives at the wrong point in the journey.

On-hold marketing checklist

• Map each queue and its typical caller task.
• Review waiting times and abandonment.
• Write short messages with one purpose each.
• Put service information before promotion.
• Use licensed music and an appropriate voice.
• Check names, numbers, claims and web addresses.
• Keep the volume consistent.
• Provide accessible alternatives.
• Test the live call journey, including transfers.
• Assign an owner and review date.
• Measure caller outcomes and update the content.

On-hold marketing FAQs

Does on-hold marketing stop callers hanging up?

It can reassure callers and make waiting clearer, but it cannot make an excessive queue acceptable. Staffing, routing, callbacks and self-service usually have a greater effect.

Can a business play any music while callers wait?

No. Commercial music is protected by copyright, so the business needs the appropriate permission or licence. Use audio supplied or licensed for the intended purpose.

Should every queue use promotional messages?

No. Sensitive, complaints and urgent-support queues may need neutral information and a faster route to an employee.

Can messages be changed for bank holidays?

Yes. Many systems support schedules or queue-specific files. Add an automatic removal date so the message does not remain after the holiday.

Is on-hold marketing suitable for a small business?

Yes, if the business regularly places callers on hold or uses a queue. A short, accurate recording can sound professional without becoming elaborate.

Should calls also be recorded for training?

Only where there is a defined purpose and a compliant data-protection process. On-hold marketing and call recording are separate features and decisions.

Make every second of the wait useful

Good on-hold marketing respects the caller’s time. It confirms that the call is connected, shares a useful next step and keeps the language concise.

For more information about the feature, visit Wayv’s on-hold marketing page. If recordings will be reviewed for training, see the separate call-recording feature.