A caller may set his telephone's substitute ringback tone to be identical to that of the receiver or to that of a third party. Further, a caller may provide a substitute ringback tone to another recipient as a present. A substitute ringback tone playing server in the system checks whether there is a certain key input or key input stream from the caller requesting of bringing substitute ringback tone of the called party. Responding to the request, a bringing server sets the substitute ringback tone code of the caller stored in a playing control server as that of the called party. A user interface server allows a user to select a substitute ringback tone among multiple tones stored in a database to give to another person as a present.