Towing is a speed-of-answer business in the most literal sense: the customer is stranded on the side of a road, their hazards are flashing, and they're calling whoever Google puts at the top of the search. Whoever picks up first sends the truck; everyone else hears about the stranding from a tow auction six months later.
Trade press like Tow Times consistently reports that the industry's largest single source of revenue loss isn't pricing or insurance disputes — it's calls that ring through to voicemail because the dispatcher is on another line. Insurance club dispatches (AAA, Geico, Progressive) get assigned to the first tower who confirms availability, often inside 90 seconds.
Most independent tow companies have one dispatcher running phones, dispatch, and customer service. Even at low volume, the dispatcher can only be on one call at a time. A 24/7 dispatch service runs $500-1,000 a month and still doesn't take payment, doesn't capture vehicle info, and doesn't text the truck the location.
OnCall picks up every call in two rings, even when you're already on three other calls. It captures vehicle make and model, exact mile-marker or street, destination if it's a tow, payment method, and any AAA or insurance dispatch ID. It texts your driver the job info while the customer is still on the call. See pricing — typical pilots run $100-200 a month in usage.