Back in the not-so-distant past, a common business practice was to have a toll-free phone number if your market was in another state. That way customers could contact you from anywhere, without incurring long-distance charges. These days, however, many customers have cellphone plans with unlimited local and long-distance privileges. That said, is it still necessary for businesses to have a toll-free number?

This may be surprising to hear, but the answer for many businesses is—yes. Toll-free numbers can offer a number of advantages that benefit your marketing and customer service initiatives.

Take a look at these five reasons why it may still make sense to get a toll-free number:

Reason 1: Increases recall

Customized toll-free numbers are easier for customers to remember. For example, when you’re hungry, 877-GoPizza is easier to recall than 877-467-4992. That’s important when the call-to-action on your website, in a social media post, or on a refrigerator magnet is to pick up the phone.

And now it’s even easier to get the custom number you want. Toll-free service has expanded beyond 800 numbers to include 833, 844, 855, 866, 877, and 888 prefixes. That opens up more combinations that may not have been available previously. Have a custom number in mind? This free website lets you see if it’s available on any of these prefixes.

Reason 2: Positions your brand

A toll-free number can help to enhance your business’ image. According to an eVoice survey, 56% of small businesses thought a toll-free number made them appear larger. That’s important if you work out of your home or are starting a business and want to establish credibility.

It is especially helpful if you market online. Customers want to know they’re dealing with a reputable company they can rely on, even after the sale. Toll-free service gives them the confidence you’re established enough to be there to answer questions.

Reason 3: Tracks results.

Some toll-free plans give you the flexibility to add an extension to your toll-free number. If you use that unique extension as the call-to-action for a specific campaign, you can track the response back to that offer. That lets you monitor results faster and tweak your campaign while it’s running.

For example, say you launched both email and social media campaigns to promote your new product. Using unique extensions for both, you can track how many calls were received on each extension. If the social media campaign were to get fewer calls, you have time to adjust by changing a key word or adding an image to see if you get better results. The feedback from the toll-free extension alerts you sooner to take a closer look.

Reason 4: Improves customer service.

When a customer springs a leak in the kitchen faucet, there’s no time to hunt for your contact number. But a custom toll-free number makes it easy for them to reach you from any location. And if you move to another location or have to temporality shut down, customers can use the same number to contact your business.

Many toll-free plans also let you build in a calling queue to direct customers to the person who can quickly answer their questions. Some are voice directed, others allow customers to use the keypad on a mobile device.

Reason 5: Provides greater functionality.

You can purchase traditional toll-free plans that work through your phone line. Another option is to use a cloud-based internet system that gives you access from anywhere. In either case, you often have the option to purchase additional functionality.

For example, some plans include options for: flexible call forwarding, voicemail, auto-attendant, or call screening. In addition, some provide analytics so you can more closely monitor call activity. While you may not need these options at first, you have the flexibility to add them later.

Toll-free numbers aren’t necessarily a thing of the past. They can still add value to your marketing and customer service efforts. See if these advantages make sense for your business.