Pay per call takes a very similar approach to advertising as pay per click. Both methods use a similar bidding structure and are displayed in search results. The difference between them is that while pay per click requires the searcher to click on the advertisement and go to a website, pay per click system requires the searcher to call the toll-free number provided in the advert. The toll-free number is owned by the pay per call provider and the call is automatically redirected to the advertisers phone number. The pay per call provider tracks each call, and the advertiser pays the amount that she bid.
At the moment, there are only a few pay per call providers operating. Pay per call™ is a registered trademark, owned by Ingenio, Inc. Ingenio is also the leading provider of pay per call services and has distribution partnerships with such Internet properties as AOL and FindWhat. Pay per call is only offered in the United States currently, but some European search providers such as the daughter company of FindWhat, Espotting Media, are “evaluating the situation in Europe” (Bonello 2004).