Phone Genie was a Pay-per-call (also called Cost-per-Call) advertising exchange. The exchange is base purely on a performance based advertising model, whereas the compensation to the exchange was based upon the delivery of qualified phone leads which was paid my the advertisers.

The Phone Genie service, which launched in beta in 2005 and was fully operational in 2006, targeted customers in generalized market segments on a national basis. Advertisers bid on the callers demographic attributes and would only be billed if 1) the caller met the criteria pre-set my the advertiser, 2) the call was connected more than 30 seconds, and 3) the call was a unique and not a repeat caller to the advertisers offering. Depending upon the number of qualifiers set by the advertiser the floor pricing per lead would increase.  Performance based pricing on a pay-per-call basis ranges from $5 to $105 per qualified phone lead.

Top Phone genie categories were:

• Credit consumer counseling (CCS)
• Satellite and cable operators
• Telecommunication providers
• Mortgage companies
• Attorneys
• Vacation resorts/timeshare
• Political activist committees
• Plastic surgeons
• National homebuilders
• Weight-loss

To generate a significant caller base, generic industry advertisements were broadcast to over 400 media networks across a multitude of delivery channels to include: TV, radio, outdoor, internet and print media.

Interested consumers would then call a “hotline” associated with a rotating phone queue that matches the advertisers criteria and the top advertiser bid for the call. Phone Genie then connected the call directly to the advertiser’s business.

Lastly, the system logs the customer’s contact information, records the call (when requested) and sends a daily call affidavit. The cost-per-call is deducted from the clients account as each call is completed.