Hold music is the music or melody played to callers during a phone hold. When a call is temporarily suspended, silence would cause anxiety about disconnection, so music signals that the call is still active. Japan's most iconic hold music includes NTT's "Greensleeves" and "Für Elise" built into Matsushita (now Panasonic) business phones.
Hold music can shape how long a wait feels. Left in silence, callers tend to perceive the wait as longer than it is and are more likely to hang up early. With music playing, the wait feels shorter and callers are more tolerant of being on hold. However, music selection matters: overly fast tempos create anxiety, while dark tones amplify unease. Instrumental tracks at 60-80 BPM are generally most effective.
For businesses, hold music is a brand touchpoint. Call centers commonly insert "We apologize for the wait" announcements or product promotions during holds. From the 2010s onward, more companies commissioned original hold music as part of "sound branding" to express brand identity through audio.
Extended holds significantly damage customer satisfaction. In call center practice, holds are commonly kept under 30 seconds per instance and under 2 minutes total as a guideline. When holds will be longer, offering a callback is best practice. See hold music psychology and call center quality tips for detailed analysis.