A system, method and corresponding software application installed on communication devices of the system for communicating a media-based call alert from a calling-party device to a called-party device prior to establishing the voice call therebetween. The media-based call alert is played on the called-party device prior to (or concurrent with) the establishment of the voice call. Preferably, the communication of the media-based call alert is realized as part of a service that is available to subscribers of the service.