Google tests click-to-call

Google is testing a service to get advertisers and consumers talking on the phone. The system works by putting a phone icon next to some search results. Clicking on the graphic lets you enter your phone number - Google will then connect you, for free, to the advertiser.

Your phone will ring and when you pick it up you will hear it ringing at the advertiser's office. The advertiser won't get your phone number - Google keeps that encrypted. Bearing in mind how hard some companies make it to find a phone number or other contact details on their websites this might just work.

It will also benefit companies with little or no web presence - they still get to give Google their marketing money.

Nice going Google! Good market to keep Microsoft's and Yahoo's feet on fire.