The pay per call trademark is owned by Ingenio. Not sure what Yahoo is going to call their pay per call solution; however, there are many reports of them currently offering a beta test solution on the PPCall platform.

Google is calling their solution Click to Call.

The Kelsey blog has some information about this test.

Expect a few more rumors and announcements over the next few months.

A little info about PPCall:

PPCall is the next generation of small business advertising. Instead of paying per click (the traditional model currently abounding on the web) advertising, pay per call is charged when someone calls the advertiser.

In some industries, this model will never work. Amazon doesn’t want phone calls, they want online shoppers.

However, a plumber would rather pay for a phone call to talk directly with a potential client than have someone visit his website.

Small businesses are familiar with the traditional Yellow Page market. They often measure success in phone calls and actual leads/sales. Paying per click, worrying about website conversion rates, bounce rates, click fraud, etc is not part of their business model or expertise - hence why many small businesses have not adopted the PPC model of advertising.

PPCall will help to alleviate the slow migration of Small businesses onto the internet by giving them a chance to advertise in a model they’re more familiar with - phone calls.

PPCall will probably see a slow adoption over the next year, but those who adopt will be able to take advantage of a growing internet trend - online search to offline sale.

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