Abstract: A telephone system provides personalized announcements to calling parties in support of branded products and services of the system and others during call processing to called parties. A processor coupled to the system includes a database of designated calling parties receiving personal announcements. Record means stored in the processor for each designated calling party define the parameters for each personalized announcement. Call processing means responsive to the processor initiate a call from the calling party to a called party according to the parameters for the calling party defined in the record means. In one form, audio means under control of the processor play the personalized announcement to the calling party during the pre-answer period of the call or until the call is abandoned or the line is busy.