Use of Toll-Free Numbers on the Internet

Abstract

Effective use of direct response mechanisms, especially toll-free numbers, has produced numerous business success stories. As companies continue extending their use from customer retention to marketing, direct response mechanisms are found in more and more advertisements and web pages.

FINDINGS SUMMARY

The results of this study, focusing on the use of toll-free numbers by companies on the FORTUNE 500SM list, show 86% of these companies use a toll-free number, and 80% of them use a number with the 800 prefix. Fifty percent of these companies with toll-free numbers used a vanity number, (numbers that translate into words for easy recall), with the 800 prefix (as opposed to toll-free 888, 877 or 866) being used 80% of the time.

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