There is disclosed reverse billing in online search. A telephony server
may receive a request from a user to cause a telephone call to be
established between the user and a merchant. A notice to the merchant may
be generated. The notice may include an offer to establish a telephone
call with the user in exchange for payment of a definite fee. An
acceptance of the offer may be received from the merchant to a phone
number associated with the merchant. A first voice communication leg with
the user and a second voice communication leg with the merchant may be
bridged to establish the telephone call between the user and the
merchant. The definite fee may be appear on the merchant's bill for
telephone service.