That is a good business... but, we saw something that would fundamentally transform the local information ecosystem and the market opportunity 100 times as big as pay-per-call.
Utilize call data to improve specific mobile ad programs and creative content, and make sure your provider understands your business model and the value of pay-per-call to your business.
A basic telephone service pays a pre-determined fee for monthly use but may have extra charges for additional services such as long-distance calls, directory services and pay-per-call services.
Marketers in these categories should definitely adopt pay-per-call because mobile-enabled searchers are making on-the-go buying decisions for these types of products and services.