Pay-Per-Call
Pay-per-call is a lead pricing model where the buyer pays only for inbound phone calls that meet a minimum duration threshold (typically 60-120 seconds) — guaranteeing a real conversation occurred but not a funded outcome.
Why This Matters
Pay-per-call shifts the risk model: instead of buying records that may never connect, you only pay when a merchant is actively on the phone. Inbound call volume comes from the vendor's media buying — radio, search, display, and call extensions. Average pay-per-call MCA pricing runs $40-$120 per qualified call (60+ second duration). The advantage is rep efficiency: zero dial waste, every call is connected. The disadvantage is throughput control — you can't dial-out faster than the vendor's media generates inbound.
Frequently Asked Questions
Frequently Asked Questions
What's the minimum call duration that qualifies for billing?
Industry standard is 60 or 120 seconds connected to a live human (not voicemail). Some premium contracts require call duration plus qualifying questions answered (revenue, intent, business name) before billing.
Who's the dominant pay-per-call MCA aggregator?
Ringba and Invoca dominate the call-tracking infrastructure side. On the buyer-vendor relationship: many MCA-focused PPL vendors offer pay-per-call as a premium tier. Top-line industry aggregators also offer call inventory alongside lead inventory.