On-Hold Messaging: Why Your Hold Music Might Be Driving Customers Away (and How to Fix It)

Callers don’t hang up because you put them on hold. They hang up because the experience on hold feels uncertain, annoying, or unhelpful.

If your hold music is a loud loop, a mismatched vibe, or a “we’ll be with you shortly” message repeated forever, you’re not just filling time—you’re training customers to abandon the call.

This guide breaks down the most common on-hold messaging mistakes and shows quick fixes you can implement today.

The real problem isn’t “hold music.” It’s what callers experience while waiting.

When people are waiting, they’re trying to answer two questions:

• Did I reach the right place?
• What happens next—and how long will it take?

Research on user experience consistently shows that keeping people informed during delays reduces frustration and improves perceived performance (even when the actual wait time doesn’t change). See Nielsen Norman Group’s overview of response-time expectations and perceived delays: Response Times: The 3 Important Limits.

On-hold messaging is your chance to:

• Confirm they’re in the right place
• Set expectations (without overpromising)
• Answer common questions before an agent ever picks up
• Route calls correctly (reducing transfers)

If you want the broader starter framework, use this cluster guide next: on-hold messaging for small businesses: a practical starter guide.

7 ways your hold music drives customers away (and what to do instead)

1) It’s too loud (or suddenly louder than your agent)

What it feels like to callers: “Ow—why did that blast my ear?”

Fix it:

• Keep hold audio at a consistent, moderate level.
• Avoid big jumps between IVR prompts, hold music, and agent pickup.
• Test on a mobile phone and a desk phone (they behave differently).

2) It loops too fast (repetition fatigue)

What it feels like: “I’ve heard this same 12 seconds ten times. I’m done.”

Fix it:

• Use longer beds (or multiple beds) so the loop isn’t obvious.
• Add rotating spoken messages so the caller hears new information.

3) It doesn’t match your brand or your customer’s mood

What it feels like: A calm medical office with nightclub music. Or a high-end firm with tinny elevator jazz.

Fix it:

• Match music to the context: calm, upbeat, professional, friendly.
• If callers are calling with problems (billing, support), keep it steady and non-irritating.

4) It’s low-quality or distorted on phone lines

What it feels like: Scratchy, warbly audio that sounds “cheap,” even if your service isn’t.

Fix it:

• Use phone-optimized mixes (avoid heavy bass and overly bright highs).
• Export to the format your business phone system expects (often WAV for some systems; MP3 may be fine for others).
• If you’re unsure, download both and test.

5) It competes with spoken messages (music under voice done wrong)

What it feels like: Straining to understand the message because the music is fighting it.

Fix it:

• Lower the music bed under voice.
• Choose simpler arrangements (no busy lead instruments) under speech.

6) It’s legally risky (unlicensed music)

What it feels like to you: “We just used a popular song—nobody will notice.”

Reality: Music licensing is real, and business use can require permission/licensing depending on jurisdiction and usage.

Start with primary guidance:

• U.S. Copyright Office FAQ
• Licensing explainers from performing rights organizations like ASCAP (US) and PRS for Music (UK)

If you’re also using recorded announcements, keep compliance awareness in view (especially if your flows include recording or monitoring): FCC telephone recording laws guide.

7) It says nothing useful (missed chance to answer common questions)

What it feels like: “I’m stuck. No idea what to do while I wait.”

Fix it: Add short, helpful messages that reduce repeat questions and misroutes, such as:

• Hours and holiday closures
• Where to find forms / appointment links
• What information to have ready (account number, VIN, order ID)
• Self-serve options for simple requests

If you’re currently using silence instead of anything at all, fix that first: why silence is the silent killer of customer retention.

A simple on-hold messaging formula that reduces frustration

Here’s a practical structure that works in most industries:

1. Reassurance: “Thanks for calling [Business Name]. We’ll be right with you.”
2. Expectation: “Most calls are answered in about [range].” (Use a range if you can’t guarantee.)
3. Help while waiting: “For faster service, have [X] ready.”
4. One useful FAQ: “To check order status, you can also…”
5. Brand moment: “We specialize in…” (Keep it specific, not hype.)

Fill-in-the-blank script template

Use this as a starting point:

> Thanks for calling [Business Name]. All of our team members are assisting other callers, but we’ll be with you as soon as possible.

>

> If you’re calling about [common reason #1], please have your [info needed] ready.

>

> For [common reason #2], you can also [self-serve option].

>

> We appreciate your patience—and thanks for choosing [Business Name].

How rotating messages keep callers from tuning out

If customers call you more than once a month, they quickly learn your loop.

Rotations help because:

• Repeat callers hear new information
• You can keep promos and updates current without re-recording everything
• It reduces the “same 15 seconds forever” effect

What to rotate:

• Seasonal hours and closures
• Monthly promos (with clear end dates)
• Top 3 FAQs that cause long calls
• Routing tips (“For scheduling, press 2…”) to reduce transfers

For the “why this works” side of perceived wait time, read: the psychology of waiting: how AI reduces perceived hold time.

Mini scenario (illustrative): the same phone system, two different outcomes

Illustrative scenario (not a real company):

A 12-person home services business has busy Monday mornings.

Before (generic hold music):

• Callers hear a loud, short music loop
• No guidance on what info to have ready
• Customers hang up and submit duplicate web forms
• Agents spend the first minute of every call collecting basics

After (message + matched music + rotation):

• A calm music bed + friendly voice confirms they reached the right place
• A short message asks callers to have their address and preferred appointment window ready
• Another rotating message answers the top billing question
• Calls start faster, and fewer callers bail out mid-hold

If your phone tree is part of the problem, fix that too: transforming your phone tree from a maze to a map.

Quick implementation checklist (15 minutes)

Audio settings to confirm

• [ ] Hold audio volume is comfortable on mobile and desk phones
• [ ] No “jump scare” volume change when an agent answers
• [ ] Music doesn’t mask speech (voice is always clear)
• [ ] You have the right file type for your system (MP3/WAV as needed)

Message plan for the next 30 days

• [ ] Pick 3 FAQs that reduce call time
• [ ] Add 1 routing tip that reduces transfers
• [ ] Add 1 trust builder (years in business, certifications, service area)
• [ ] Add 1 time-sensitive update (holiday hours, seasonal service)

Next step: turn hold time into a branded experience

Traditional hold music is static. On-hold messaging is a living part of your customer experience.

If you want to create professional hold audio quickly—without a long production cycle—OnHoldToGo lets you type a script, choose from professional voices, match background music to your business type, and download MP3/WAV.

• Build your first set of messages in minutes: OnHoldToGo
• Ready to evaluate options? See pricing