An approach for providing self-service call plan application development is disclosed. A graphical system includes a computing system that is configured to cause a graphical user interface (GUI) to be present for automated creation of an application for controlling call flow logic. The application supports a predefined feature set. Additionally, the system includes a database that is coupled to the server and configured to store the application. The server is further configured to determine whether the application is valid and to initiate deployment of the application. The deployment may be performed on a real-time basis.