Abstract: There are disclosed methods and apparatus for telephone call initiation through an on-line search. A search response includes at least one hit corresponding to a search request, an ad having a dial link, and instructions for triggering a multi-leg phone call with a merchant phone number associated with the dial link and a user phone number. The dial link has a display portion. The search response is displayed, and the dial link is activated. A call trigger is generated in accordance with the instructions in the search response. The call trigger is for initiating a multi-leg phone call with the user phone number and the merchant phone number.

Abstract: There are disclosed methods and apparatus for displaying telephone numbers included in data units. The data units are scanned for telephone numbers. The telephone numbers are automatically identified within the data units. When the telephone numbers are displayed as part of displays of the data units, the telephone numbers are conspicuously rendered.

Abstract: There are disclosed methods and apparatus for displaying telephone numbers. Before displaying data units, the data units are scanned for telephone numbers. The telephone numbers are automatically identified within the data units. When the telephone numbers are displayed as part of displays of the data units, the telephone numbers are caused to have a display attribute which renders the telephone numbers conspicuous to a user.