Pay-per-call

Pay-per-call (also called Cost-per-Call) is a Performance-based advertising model and compensation method. Pay-per-Call is similar to online Pay-per-Click (PPC) advertising. However, with Pay-per-Call instead of paying a fee per Click, the merchant pays the service provider a fee per Call for connecting the consumer to the advertised number. Pay-per-Call advertising was first introduced in the US around September 2004 and registered as a Trade Mark in 2005. Voice-contact is particularly-suited to local businesses, and to high-value and consultative purchases, where customers wish to talk to vendors before committing to buy. Given the high rate of reported click fraud, Pay-per-call is believed to be a better solution to connect potential customers to advertisers. In recent years, the Pay-per-Call model has been experiencing significant growth and industry adoption, partly attributed to the growing popularity of web-enabled smartphones.