.@aral I see your point. I'm more concerned about scammers gaming all the B2C systems (like mobile locksmiths gaming Google biz listings).
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B2C isn't an evil way to make money, but there's a lot of fraud potential. Which is why Google and friends spend so much effort fighting it.
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I'm surprised how successful WhatsApp has been at getting their share buttons added to so many sites. That did surprise me.
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So it makes perfect sense to me that they would decide to pivot to charging businesses (like businesses paying extra for toll-free numbers).
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I know the Big Data demographic harvesting that companies do isn't something people are always comfortable with. It's beyond 1-800 numbers.
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I should mention that one reason businesses pay for toll-free numbers in the US/Canada is they get your phone number even if you block it.

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Toll-free numbers get access to ANI (Automatic Number Identification), which is not blocked with caller ID blocking. https://en.wikipedia.org/wiki/Automatic_number_identification …
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This applies in other countries as well, although the toll-free prefixes are different for different numbering plans.
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