PFP-Calls is an ideal advertising product for merchants who either don't have a website or require reservations (restaurants, hotels, or spas) or inquiries (wedding, attorney, auto or medical services).
I'm really hoping this idea takes off. Call-in leads convert exponentially higher than visitors that fill our a form.
This model matters most to local...this will really speak to SMEs that are familiar with traditional YP advertising. This is how they are used to seeing the end result of their ad dollars...but now with better tracking.
FindWhat entered the space first when they signed an agreement with Ingenio back in April. They have a deal with Verizon's Superpages to deliver Pay-per-call ads to them. I see no evidence that the ads are in place yet.