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khundeck writes "'Internet giants Google Inc. and Yahoo Inc. are testing a new form of online advertising that encourages people to pick up the phone rather than click on a link, lending credibility to the 'pay-per-call' ad model.'" From the article: "Google is testing a variant in which users click on a phone icon and type their number into a box. Google then dials the user, who hears ringing until the merchant answers. Google says the service is free for callers even on long-distance calls, and it promises not to divulge the caller's number to anyone."

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