CallataGuidesBusiness phone system for other personal care services in Maryland
448 other personal care services operated in Maryland in 2023. Where they are, how big their teams are, and what phone service costs them.
- Establishments
- 448CBP 2023
- Employees
- 2,656mid-March 2023
- Per 100k residents
- 7.2U.S. 9.4
- State rank
- 25th of 51by count
Other personal care services in Maryland by the numbers
County Business Patterns counts 448 establishments in Maryland classified as Other Personal Care Services (NAICS 812199) for 2023. They employed 2,656 people in mid-March and reported $88.5 million in annual payroll. That is the 25th highest count among the 51 states and DC with published figures. Other personal care services make up 0.31% of the 142,967 business establishments in the state.
Per 100,000 residents (2024 estimate) Maryland has 7.2 other personal care services, 23.6% below the national rate of 9.4. The average establishment has 5.9 employees against 5.8 nationally. Payroll per employee is $33,340, 8.4% above the U.S. figure of $30,768.
| Measure | Maryland | United States |
|---|---|---|
| Establishments | 448 | 31,863 |
| Mid-March employees | 2,656 | 183,545 |
| Annual payroll | $88,550,000 | $5,647,267,000 |
| Employees per establishment | 5.9 | 5.8 |
| Payroll per employee | $33,340 | $30,768 |
| Establishments per 100,000 residents | 7.2 | 9.4 |
Census County Business Patterns 2023 (mid-March employment; annual payroll). Employees and payroll flagged high-noise are shown but not used in the text. Residents: Census Vintage 2024 estimates.
Where other personal care services in Maryland are concentrated
Census published day spa counts for 9 metro or micropolitan areas that include part of Maryland. The largest is Philadelphia, PA-NJ-DE-MD, with 655 establishments (a multi-state area; its count covers every state it spans). Single-state metro and micropolitan areas account for 62% of the statewide total; the rest are outside any published area or in areas Census suppressed.
| Area | Establishments | Employees | Per 100k residents |
|---|---|---|---|
| Philadelphia, PA-NJ-DE-MD | 655 | 4,530 | 10.3 |
| Washington, DC-VA-MD-WV | 592 | 3,749 | 9.2 |
| Baltimore, MD | 243 | 1,405 | 8.5 |
| Lexington Park, MD | 15 | 85 | 7.1 |
| Hagerstown, MD-WV | 14 | 81 | 4.5 |
| Ocean Pines, MD | 9 | 38 | 16.6 |
| Salisbury, MD | 8 | — | 6.1 |
| Cumberland, MD-WV | 4 | — | 4.3 |
| Easton, MD | 4 | 7 | 10.5 |
Source: Census County Business Patterns 2023; population from Census Vintage 2024 estimates.
Team sizes at other personal care services in Maryland
64.7% of Maryland's other personal care services with employees had fewer than five people in March 2023, compared with 65.5% nationally. 80.2% had fewer than ten. At that size the phone is shared, so routing (who rings, when, and what happens after hours) matters more than the number of desk phones.
| Employment size | Establishments | Share | U.S. share |
|---|---|---|---|
| 1–4 employees | 288 | 64.7% | 65.5% |
| 5–9 employees | 69 | 15.5% | 17.2% |
| 10–19 employees | 60 | 13.5% | 10.6% |
| 20–49 employees | 28 | 6.3% | 6.1% |
| 50 or more employees | 0 | 0.0% | 0.5% |
Employment-size classes count establishments by mid-March 2023 employment. Establishments with no March employees are excluded from the size classes, so shares are of establishments with employees. Source: Census County Business Patterns 2023.
Why the phone matters for other personal care services in Maryland
This category includes day spas, massage studios and tanning salons. Bookings, gift card purchases and package questions arrive by phone, often while staff are with clients. That holds for other personal care services in Maryland as much as anywhere.
Typical inbound and outbound calls for other personal care services in Maryland:
- A client calls to book a massage.
- The spa calls a client to confirm.
- A customer calls to buy a gift card.
Business texting for other personal care services
Spas text appointment reminders.
Texting from a local number in Maryland requires carrier registration (10DLC), a one-time $49 fee on Callata.
Callata vs. per-seat pricing for other personal care services in Maryland
Other personal care services in Maryland average 5.9 employees, so the comparison uses a 6-person team. Per-seat business phone plans bill every one of those people. At month-to-month list prices checked September 28, 2026, 6 users on RingCentral RingEX Core cost $180.00 a month and 6 on Ooma Office Pro cost $149.70. Callata comes to $119.00 a month for 6 users ($99 a month with 5 users included, then $20 per additional user), below both.
Over a year, that is $732 less than RingCentral for a day spa in Maryland of that size. Annual contracts lower some competitors' prices, so compare the plan you would actually sign.
| Provider (plan) | Pricing basis | Per month | Per year |
|---|---|---|---|
| Callata (Callata Office) | $99 incl. 5 users, $20 per extra user | $119.00 | $1,428.00 |
| Quo (Starter) | $19.00 per user | $114.00 | $1,368.00 |
| Nextiva (Core) | $23.00 per user | $138.00 | $1,656.00 |
| Ooma (Office Pro) | $24.95 per user | $149.70 | $1,796.40 |
| Dialpad (Standard) | $27.00 per user | $162.00 | $1,944.00 |
| RingCentral (RingEX Core) | $30.00 per user | $180.00 | $2,160.00 |
Competitor prices are each vendor's published month-to-month list price per user for its lowest plan that includes business calling and texting, checked September 28, 2026: Quo Starter $19, Nextiva Core $23, Ooma Office Pro $24.95 (Essentials excludes texting; one-time $29.95 activation not included), Dialpad Standard $27, RingCentral RingEX Core $30 ($20 billed annually). Prices exclude taxes and fees and may change; annual contracts lower some competitors' prices.
Area codes in Maryland
Maryland has 6 geographic area codes in service according to NANPA. Callata includes up to 3 local numbers, so a day spa can hold a number in more than one of them.
| Area code | Exchanges | Time zone | In service since | Overlay with |
|---|---|---|---|---|
| 240 | 785 | Eastern | 1997 | 227, 301 |
| 443 | 785 | Eastern | 1997 | 410, 667 |
| 301 | 784 | Eastern | 1947 | 240, 227 |
| 410 | 783 | Eastern | 1991 | 443, 667 |
| 667 | 452 | Eastern | 2012 | 410, 443 |
| 227 | 141 | Eastern | 2023 | 240, 301 |
Exchanges are NANPA-assigned central office codes (NPA-NXX) in the rate centers matched to the area's named places. Source: NANPA utilized code and NPA reports.
How Callata works for other personal care services in Maryland
Callata is a business phone system priced at $99 a month with 5 users included, then $20 per additional user. Callata Office includes up to 3 local business numbers, unlimited inbound calling, 1,500 pooled outbound US and Canada minutes per user each month, a browser softphone that can also ring your cell, voicemail with transcription, call recording with AI summaries, business-hours routing and E911 on every number.
Porting a number you already use in Maryland is free, and business texting is available once the carrier registration (10DLC) is approved; the registration carries a one-time $49 fee. Which specific numbers are open in a given area code depends on carrier inventory at the time you sign up.
AI agents are optional: an AI receptionist or scheduler can pick up when the team is busy or closed, take a message, send a text or email, or transfer the call. They draw on prepaid AI minutes ($0.25/minute), disclose that they are AI, and outbound AI calls require prior consent and are limited to 8am–9pm.
Frequently asked questions
How many other personal care services are in Maryland?
448 in 2023, according to Census County Business Patterns. They employed 2,656 people in mid-March.
Which Maryland metro area has the most other personal care services?
Philadelphia, PA-NJ-DE-MD, with 655 establishments in 2023.
What does a phone system cost a 6-person day spa?
$180.00 a month on RingCentral RingEX Core or $149.70 on Ooma Office Pro at month-to-month list prices (checked September 28, 2026); $119.00 on Callata ($99 a month with 5 users included, then $20 per additional user).
Do I need to register to text customers from a Maryland number?
Yes. US carriers require business texting from local numbers to be registered (10DLC). On Callata the registration is a one-time $49 fee, and texting turns on once it is approved.