Some searchers have begun to see a phone icon next to the company's sponsored listings. By clicking on the icon, they can enter a phone number and click a 'Connect for Free' button to be linked up to the other party.
Google's system first calls the search user, then dials the merchant and makes the connection.
The company details the offering in a FAQ item on its site. In its description, Google tries to head off privacy concerns, saying it will store a person's phone number and call information for less than four months.
'We won't share your telephone number with anyone, including the advertiser,' according to the FAQ. 'When you're connected with the advertiser, your number is blocked so the advertiser can't see it. In addition, we'll delete the number from our servers after a short period of time.' "
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