How coolness is this. It looks like Google is going to beat Skype/eBay to the end goal. This is going to be a large money spinner for Google. Still very little detail of nature of call quality, charges to end user, and charges to advertiser.
But oh so cool, this is going to make the world a much smaller place. I can now call a retailer any where in the world to get my PS3 (when it is finally released) and have them ship it to me if it is not available in my home country :). Only one example of what pay par call is going to allow.
Google Click-to-Call: "# What's the phone icon on Google search results? How does it work?
We're testing a new product that gives you a free and fast way to speak directly to the advertiser you found on a Google search results page – over the phone.
Here's how it works: When you click the phone icon, you can enter your phone number. Once you click 'Connect For Free,' Google calls the number you provided. When you pick up, you hear ringing on the other end as Google connects you to the other party.
We won't share your telephone number with anyone, including the advertiser. When you're connected with the advertiser, your number is blocked so the advertiser can't see it. In addition, we'll delete the number from our servers after a short period of time."