Key takeaways
- Check what you already pay for first. Google Workspace includes Meet, and many Microsoft 365 plans include Teams, so a separate video subscription is often unnecessary.
- Free plans differ mostly in time limits. Zoom and Webex cut group meetings at 40 minutes, while Google Meet and Teams allow 60.
- Recording, transcripts and AI summaries are where plans really differ. Check which tier includes them before you assume they're there.
- Customers and candidates care about one thing most, which is joining in one click from a browser without installing anything.
- Zoom is our top pick for small businesses that meet a lot with outsiders, because almost everyone can join it easily. If you already use Google Workspace or Microsoft 365, use the tool you already have.
A client asks for "a quick call," and you send a link. Thirty-nine minutes later, a countdown appears and the meeting ends mid-sentence. For a lot of small businesses, that's when video conferencing becomes a buying decision instead of a habit.
The good news is that you may already pay for a perfectly good video tool. Google Workspace includes Meet, and many Microsoft 365 plans include Teams. The question is whether you need anything else, for client calls, webinars or AI notes, and which tool fits. With the busy autumn ahead, this is a good time to settle it before meetings pile up.
Why choosing a video tool is harder than it looks
- Free limits hit at the worst moment. Group meetings end at 40 minutes on Zoom and Webex, and 60 on Meet and Teams.
- You may pay twice. Teams sits inside Microsoft 365 and Meet inside Workspace, yet many companies also pay for Zoom.
- Features hide in tiers. Cloud recording, transcripts, AI summaries and webinars each start on different plans.
- Guests have different setups. A client on a locked-down corporate laptop can't always install an app, and a candidate on a phone wants one tap.
Free plans compared
| Tool | Group meeting limit (free) | Participants (free) | Notes |
|---|---|---|---|
| Zoom | 40 minutes | 100 | A few AI summaries a month |
| Google Meet | 60 minutes on a computer | 100 | Browser-based; one-to-one calls run longer |
| Microsoft Teams | 60 minutes | 100 | Chat included |
| Webex | 40 minutes | 100 | Local recording included |
| Whereby | 30 minutes | 4 | One permanent room link |
| Jitsi Meet | Depends on the server you use | Up to 100 on the public service | Host signs in on meet.jit.si; self-host for full control |
Limits change, so check each vendor's current page before you rely on a free plan for client meetings.
How we chose
- What the free plan allows: time limits, participants and recording.
- What paid plans add, and how they're priced (per user or per host).
- How easily an outside guest joins from a browser or phone.
- Whether it's already bundled with tools a small business uses.
- AI summaries, transcripts and webinar options.
What to look for
| What you need | Why it matters | What to check |
|---|---|---|
| Meeting length | Free plans cut calls off | Group meeting limit on free and paid plans |
| Easy guest access | Clients and candidates judge you on it | Browser join without download or account |
| Recording | Training, sales reviews, compliance | Local vs cloud recording, and on which plan |
| AI notes | Saves writing up every meeting | Summary and transcript limits per plan |
| Webinars | Launches, demos and training | Included, or a separate add-on |
| Bundling | Avoid paying twice | Whether Workspace or Microsoft 365 already covers you |
Before you buy a video tool, open your Google Workspace or Microsoft 365 admin page. The cheapest video tool is the one you already pay for.
The best video conferencing tools for small businesses
We compared each tool on free-plan limits, what paid plans add (recording, AI summaries, webinars), how easily guests join, and whether it comes bundled with tools you already use.
Zoom is still the meeting link most clients, candidates and partners already know, and its call quality on weak connections is excellent. The free Basic plan allows 40-minute meetings with up to 100 participants and a few AI meeting summaries a month. Paid plans are per user and add 30-hour meetings, cloud recording and unlimited AI Companion summaries. Webinars are a separate add-on.
Why we like it
- Everyone knows how to join
- Reliable quality, even on poor connections
- AI summaries included on paid plans
Watch out for
- The free plan stops meetings at 40 minutes
- Another subscription if you already pay for Workspace or Microsoft 365
Meet runs in the browser, so guests click a link and join without installing anything. Anyone with a Google account can host meetings of up to 100 people for free, with group calls on a computer limited to 60 minutes. Workspace plans extend meetings to 24 hours. Recording and larger meetings depend on your Workspace edition, so check yours.
Why we like it
- Included with Google Workspace
- Browser-based, so guests join without an app
- Tight integration with Calendar and Gmail
Watch out for
- Recording isn't included in every Workspace edition
- Fewer meeting controls than Zoom or Teams
Teams combines meetings with chat and files, so the meeting lives next to the project. The free version allows group meetings of up to 60 minutes with 100 participants. The low-cost Teams Essentials plan suits small teams without Microsoft 365. Since late 2025, Microsoft sells business suites with or without Teams worldwide, so check what your licence includes.
Why we like it
- Meetings, chat and files in one place
- Often already part of your Microsoft 365 plan
- Strong admin and security controls
Watch out for
- Heavier app and busier interface
- Guests outside Microsoft's world sometimes struggle to join
Cisco's Webex has a solid free plan, with unlimited meetings of up to 40 minutes for up to 100 attendees, local recording, whiteboards and noise removal. Paid plans add longer meetings, cloud recording and the AI Assistant. It suits companies that work with enterprise or public-sector clients who already use Webex.
Why we like it
- Local recording and noise removal on the free plan
- Strong security and compliance features on higher tiers
Watch out for
- Less familiar to small-business clients than Zoom or Meet
- Enterprise features sit behind sales-led plans
Whereby gives each host a permanent room link that guests open in the browser, with no downloads and no accounts. It suits coaches, therapists and consultants who meet a few clients at a time. The free plan has one room, four attendees and 30-minute meetings. Paid plans are per host and add more rooms and attendees.
Why we like it
- Permanent room links that never change
- Very easy for guests, all in the browser
Watch out for
- The free plan is small (30 minutes, 4 attendees)
- Not built for large meetings or webinars
Jitsi Meet is open source under the Apache 2.0 licence. You can use the free public service at meet.jit.si, where the person starting a meeting signs in, or host it on your own server. It's a good fit for privacy-conscious teams and for companies with someone who can run a server.
Why we like it
- Free and open source
- Self-hosting keeps calls on your own infrastructure
Watch out for
- Self-hosting needs technical upkeep
- Fewer business features, such as AI summaries and admin
Which one should you choose?
- You meet clients, candidates and partners all day: Zoom, because everyone knows the link.
- You run on Google Workspace: Google Meet, with Zoom only if clients insist.
- You run on Microsoft 365: Microsoft Teams, after checking your licence includes it.
- You work with enterprise or public-sector clients: Webex.
- You're a coach or consultant meeting a few clients at a time: Whereby.
- You want free, private, self-hosted calls: Jitsi Meet.
Common mistakes
- Running client calls on a free plan. A call that cuts off at 40 minutes in front of a client costs more than a year of a paid seat.
- Mixing tools without a rule. When half the team sends Zoom links and half sends Teams links, people join the wrong meeting.
- Buying webinars you don't need. Most small businesses run two or three webinars a year. A monthly add-on for those few events rarely pays off.
- Forgetting recordings. Cloud recordings fill storage, and recordings with customers may contain personal data. Decide how long you keep them.
Practical tips
- Set a default. Pick one tool for internal meetings and one for external ones, and put the default link in calendar settings.
- Record with consent. Tell participants before recording, and check local rules on recording calls.
- Turn on AI notes carefully. Summaries are useful, but agree where they're stored and who can see them.
- Use a headset. A cheap headset improves call quality more than any plan upgrade.
- Share an agenda in the invite. A three-line agenda gets more done in 30 minutes than an open call gets in 60, and it keeps you inside free-plan limits.
- Test from a guest's point of view. Join your own meeting from a phone, on mobile data, without being signed in. That's how many clients will experience it.
See all ranked alternatives to Zoom or browse the video conferencing category. If customers also call you on the phone, read our guide to phone support for small businesses.
Frequently asked questions
Which video conferencing tool has the best free plan?
For longer group calls, Google Meet and Microsoft Teams allow 60 minutes, compared with 40 on Zoom and Webex. For unlimited time, Jitsi Meet is free and open source. Check which features you need, such as recording, before choosing on time limits alone.
Do I need Zoom if I have Google Workspace or Microsoft 365?
Usually not for internal meetings. Meet or Teams already covers them. Some businesses keep one Zoom licence for webinars or for clients who expect a Zoom link.
Which tool is easiest for clients to join?
Browser-based tools such as Google Meet, Whereby and Jitsi Meet let guests join from a link without installing anything. Zoom also works in the browser, but it pushes guests toward its app.
Can video tools write meeting notes automatically?
Yes. Zoom AI Companion, Webex AI Assistant and the AI features in Google Workspace and Microsoft 365 can summarise meetings. Availability depends on the plan, so check the tier before relying on it.