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Click-to-call converts your website's users into engaged customers by creating an easy way for your customers to contact your sales and support teams right on your website. Using a simple form on your web page, your users can input a phone number and receive a phone call connecting to any destination phone number you like - the sales representative for that territory, your support call center or an after hours voicemail.

Online retailers report click-to-call forms produce better conversion rates, higher average orders and increased sales. Support organizations report click-to-call forms reduce friction in resolving issues, increasing customer satisfaction and lowering response times. You might check out Twilio customers like Trulia and CallerReady, who are using click-to-call to provide great experiences for their users.

Let's get started building a click-to-call app together!

require 'twilio-ruby' class TwilioController < ApplicationController # Before we allow the incoming request to connect, verify # that it is a Twilio request before_filter :authenticate_twilio_request, :only => [ :connect ] # Define our Twilio credentials as instance variables for later use @@twilio_sid = ENV['TWILIO_ACCOUNT_SID'] @@twilio_token = ENV['TWILIO_AUTH_TOKEN'] @@twilio_number = ENV['TWILIO_NUMBER'] # Render home page def index render 'index' end # Hande a POST from our web form and connect a call via REST API def call contact = = params[:phone] # Validate contact if contact.valid? @client = @@twilio_sid, @@twilio_token # Connect an outbound call to the number submitted @call = @client.account.calls.create( :from => @@twilio_number, :to =>, :url => "#{root_url}connect" # Fetch instructions from this URL when the call connects ) # Lets respond to the ajax call with some positive reinforcement @msg = { :message => 'Phone call incoming!', :status => 'ok' } else # Oops there was an error, lets return the validation errors @msg = { :message => contact.errors.full_messages, :status => 'ok' } end respond_to do |format| format.json { render :json => @msg } end end # This URL contains instructions for the call that is connected with a lead # that is using the web form. These instructions are used either for a # direct call to our Twilio number (the mobile use case) or def connect # Our response to this request will be an XML document in the "TwiML" # format. Our Ruby library provides a helper for generating one # of these documents response = do |r| r.Say 'Thanks for your interest in 5 5 5 Main Street! I will connect you to an agent now.', :voice => 'alice' r.Dial ENV['AGENT_NUMBER'] end # Render response as xml response.headers["Content-Type"] = "text/xml" render text: response.text end # Authenticate that all requests to our public-facing TwiML pages are # coming from Twilio. Adapted from the example at # # Read more on Twilio Security at private def authenticate_twilio_request twilio_signature = request.headers['HTTP_X_TWILIO_SIGNATURE'] # Helper from twilio-ruby to validate requests. @validator = # the POST variables attached to the request (eg "From", "To") # Twilio requests only accept lowercase letters. So scrub here: post_vars = params.reject {|k, v| k.downcase == k} is_twilio_req = @validator.validate(request.url, post_vars, twilio_signature) unless is_twilio_req render :xml => ( {|r| r.Hangup}).text, :status => :unauthorized false end end end

How It Works

Let's go over the steps necessary to implement click-to-call in our application:

Click-to-call Diagram

  1. A website visitor wants to connect to your organization. She submits a web form with her phone number to receive a call connecting her to your sales or support team.

  2. Your web application receives the form submission. An HTTP request is initiated from your application to Twilio to initiate an outbound call.

  3. Twilio receives the request and initiates a call to the user's phone number.

  4. User receives the call.

  5. After the call connects, Twilio asks our application for TwiML instructions. Our TwiML instructs Twilio to connect the user to our sales or support teams.

What We Will Learn

This How-To demonstrates initializing a call using the Twilio REST API and creating TwiML call logic using the Say and Dial verbs.

Sound like a plan? Let's get started!