Replacement phone cable not working - why?

[Lanark]

So my landline now goes through the internet (as everyone's will do soon) and everything was working fine until my rabbit ate through the cable that connected my telephone to the router (standard RJ11 connector one ends, basic BT box plug at the other).

I ordered a replacement from Amazon but the new cable does nothing. Both connectors fit their sockets, but there's no dialling tone. 

Do I need a specific type of cable for this? I presumed any old bog standard type would work - but apparently not. Any advice gratefully received.

[Mark39]

You may inadvertently have purchased a telephone plug to modem cable which I believe has a crossover connection. Try specifying a 'telephone handset to BT plug' cable when looking for a replacement cable

[Lanark]

I can't see any difference in the way telephone handset, telephone to router, fax or modem cables are advertised. 

I've tried a second one that suggested it was a telephone handset cable and had the correct connections and still didn't work.

Is there some weird difference between white and black cables? The one the rabbit bit through was black, but the two replacements I've got that didn't work were both white.