Looma now has calls: customers tap "Call" in your widget, Telegram or Viber and talk to your store right from the browser, for free. When nobody can pick up, the AI answers: it finds products, sends them to the chat and takes the lead.
Tuesday, 9:40 p.m. A shopper has spent twenty minutes on a sneaker page. The cart is almost ready; one question is left: will a 42 fit if her feet run wide? She scrolls to the footer, finds the operator's mobile number, calls, and listens to it ring. And ring. She closes the tab. Tomorrow she'll buy from whoever picks up.
Sound familiar? The person who wants to call is the hottest lead you have. They've already chosen. They're one answer away from paying. And they're exactly who online stores lose most often: the phone is in the pocket of an operator who went home hours ago, or the store has no phone line at all, because a dedicated number, VoIP and someone sitting by it all cost money and effort.
Looma now has Calls. Customers call straight from your website, or from Telegram and Viber, with no phone number and at no cost. Your team picks up, or an AI does: it speaks in a natural voice, knows your catalog and drops products into the customer's chat while they talk. Here's how it works and what it costs.
Right next to "Chat". The customer taps it and talks to your store in the browser, on a phone or a laptop, in HD sound. Free for them and for you.
A "Call us" button in the bot menu, or a call link an operator sends. The call page opens right inside the messenger.
Finds products with prices and sizes, answers delivery and payment questions, sends product cards to the customer's chat mid-call, collects the lead and hands over to an operator when needed.
Recording, transcript, the customer's "temperature", outcome, next step and a score for the operator. And you can ask "Ask AI" about calls together with chats.
The Calls module is already switched on in every Looma account, including brand-new ones. Nothing to buy, connect or install. As soon as someone on your team turns on "Takes calls", a "Call" button appears in your website widget, right beside "Chat".
The customer taps it and the widget becomes a call screen: who they're talking to, a timer, mute and hang-up buttons. The call runs over the internet, so it works the same on a phone and a desktop, and the sound is crisp HD. No phone number, no SIM card, no carrier minutes.
It doesn't matter what your store runs on: OpenCart, Horoshop, WooCommerce or something custom. The call lives in the Looma widget, so it shows up wherever your search or chat already is.
Plenty of shoppers never visit your site at all; they message the store in a messenger. For them there's a "Call us" button in the bot menu (switch it on in the channel settings). And an operator can send a call link straight from the chat whenever a quick talk beats ten more messages.
The call page opens inside the messenger itself: your store's name, a short note that the call is free and only needs a microphone, and a big green "Call" button.
Operators take calls in Looma Phone, right in the browser: nothing to install, it rings as soon as the toggle is on. If your team prefers softphones, they can also take calls in a SIP app on a phone or computer, such as Zoiper or MicroSIP.
And the key part: calls answered by your operators are free. No subscription, no per-minute fees, no limits.
Back to our shopper at 9:40 p.m. The operators are home. But the call doesn't hang in the air: the AI answers. Not a "press one for…" robot, but a voice that talks like a sales assistant and knows your store as well as the Looma AI chat does: the catalog, prices, sizes, your site rules and the knowledge base on delivery, payment and warranty.
Here's what just happened that no answering machine can do:
You decide how much to hand to the AI. The modes are the same as in chat:
| Mode | What happens |
|---|---|
| Operators | The call goes to your team. Nobody answers, the customer leaves a voice request. Free. |
| AI + operator | The AI answers first and hands over to an operator when a human is needed. The operator sees what the customer has already said, so nobody has to repeat themselves. 17 credits/min, only until hand-off. |
| AI full autopilot | The AI handles the whole call and saves the contact. 17 credits/min. |
For most stores we suggest starting with AI + operator: during the day the AI takes the routine ("do you have a 42?", "how long is delivery?") and passes the tricky ones to people. At night and on weekends, your store simply keeps answering.
If your store already has a number (landline, mobile or toll-free), you can connect it through a SIP provider such as lifecell, Kyivstar, Datagroup-Volia, Ukrtelecom or Zadarma. For each number you choose who answers, and which site the AI speaks for: whose catalog, rules and knowledge base it uses.
On a regular phone call the AI only talks; it doesn't send cards, because there's no chat to send them to. The call is still recorded, transcribed and shown in the same journal.
Phone calls have always been a black box: what the operator said, why the customer didn't buy, how many calls were missed. In Looma every answered call of 15 seconds or more, from operators and the AI alike, is transcribed with Customer and Operator roles, and then scored by AI:
In the call journal you filter by customer, number, outcome and who answered, and calls taken by the AI carry their own badge. Analytics shows the full picture: calls answered and missed, average wait, AI minutes, the spread of moods and outcomes, and how each operator is doing.
Transcripts also feed Ask AI on your dashboard. Just ask "What did people call about most this week?" or "Which operator closes calls best?" and get an answer across calls and chats together.
Once the AI hands a call to an operator, AI minutes stop counting. Call analysis is billed separately and costs little: roughly 1 credit per minute of transcription plus roughly 0.4 credits per call for scoring. Don't need it? It's one toggle to turn off.
Put it side by side: about $0.36 for a three-minute call that ends with a lead, versus a customer who went to a competitor because nobody picked up.
The module is already in your account. Calls with operators are free, and the AI joins whenever you're ready.
Open call settings →No account yet? Sign up for free. All the details are in the Calls documentation.
No. The call runs in the browser or the messenger's built-in browser and only needs a microphone. It's free for the customer.
No. Calls from the widget and messengers work without one. You can connect a provider number separately if you want the AI or your team to answer regular phone calls too.
The button appears once at least one team member has "Takes calls" on. With nobody taking calls, it only shows in AI full autopilot mode.
The customer leaves a voice request, and it shows up in the call journal with their number.
If there's less than 2 minutes of AI talk left on your balance, operators take the calls instead. Their calls stay free, as always.
Calls work hand in hand with the AI chat: the same catalog, the same rules, the same leads. We covered how to choose a chat mode in our guide "Looma chat modes".
Looma installs in minutes and starts selling for you 24/7.
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