Search for businesses by name, category or location. Merlin enriches results with phone numbers, websites and reviews, then saves leads straight to your CRM. No vendor lock-in, no separate subscription.
Sales reps spend hours searching for prospects. They open a map, copy a phone number, switch to the CRM, paste it in, and repeat. For every single lead. With Lead Lookup in CallMerlin, that entire workflow is replaced by a single sentence: 'Find dentists in Rotterdam with at least 4 stars.'
What is Lead Lookup?
Lead Lookup is a new capability inside CallMerlin that lets you search for businesses by name, category or location. You can use it via voice (phone or webcall) or chat. Merlin returns structured business data: name, address, phone number, website, rating, number of reviews and opening hours.
The results appear in a clean table in the chat window. Via voice, Merlin reads the top three names and tells you the full details are in the chat. This keeps phone conversations short and useful.
How it works
Lead Lookup combines multiple data sources behind the scenes. Merlin automatically picks the fastest and most cost-effective route for each search.
Fast results for broad searches
For broad searches like 'bakeries in Amsterdam' or 'hotels near Malaga', Merlin queries open business databases with good coverage across Europe. You get name, address, coordinates, category, and often phone number and website. This layer handles the majority of searches at no extra cost to you.
Enriched results when you need more
When you ask for details about a specific business, or when you filter on rating or reviews, Merlin taps into premium data sources. This delivers verified phone numbers, websites, ratings, review counts and opening hours.
Merlin is smart about when to use which source. A broad category search stays on the fast, free layer. A request for a specific phone number or review score triggers the enrichment layer. Reviews are only fetched when you explicitly ask for them.
Save to your CRM
Once Merlin finds a business, you can say 'save this to my CRM' and Merlin uses your existing integration (Moneybird, HubSpot, Xero, or any other connected tool) to create a contact or deal. The data goes to YOUR system, not to a database owned by CallMerlin.
This is a core principle: no vendor lock-in. If you stop using CallMerlin tomorrow, all your leads are safely in your own CRM. We do not store lead data permanently, only a short-term cache for performance.
Smart filtering
Lead Lookup supports filters that go beyond basic name search.
- 'Find restaurants in Utrecht without a website' (prospecting for web design agencies).
- 'Show me plumbers in Amsterdam with more than 4.5 stars' (quality filter).
- 'Search for accountants in Antwerp with at least 50 reviews' (established firms only).
- 'Find hotels near Schiphol' (location-based with radius).
Simple filters like 'has website' are resolved instantly from open data. Filters on rating or review count use the enrichment layer.
What it costs
Every CallMerlin plan includes a number of lead lookups per month. Basic searches are free and unlimited. Only enriched lookups (with ratings, phone numbers or reviews) count towards your quota.
- Starter: 50 lookups/month included.
- Professional: 75 lookups/month.
- Business: 100 lookups/month.
- Enterprise: 150 lookups/month.
Above your limit, extra lookups are billed as a small per-unit fee on your monthly invoice, just like call minutes.
To put it in perspective: a sales rep who searches for 5 businesses a day uses about 100 lookups per month. On a Business plan, that fits entirely within the included quota. Above your limit you pay €0.10 per extra lookup.
How it compares to doing it manually
- Manual: open a map, search, copy name, switch to CRM, paste, repeat. About 2 minutes per lead.
- With CallMerlin: 'Find the top 5 accountants in Amsterdam and save them to HubSpot.' About 10 seconds.
For 20 leads, that is 40 minutes of manual work versus one voice command. For a sales team of five people, Lead Lookup saves roughly 15 hours per week.
Privacy and data ownership
Lead Lookup follows the same privacy principles as all of CallMerlin.
- Primary storage on EU servers (Netherlands). AI inference may run via xAI in the US under DPA/SCCs.
- Search results are cached briefly for performance, then automatically deleted.
- Lead data saved to your CRM is owned by you, not by us.
- No personal data is collected. Business listings are public information.
Getting started
Lead Lookup is available on all plans. To enable it, go to your dashboard, open the permissions page for a PIN user, and check 'Search businesses'. From that moment, the user can search for businesses via voice or chat.
Want to try it? Log in to your dashboard and ask Merlin: 'Find Italian restaurants in my city.'
