Abstract: An on-line directory service includes a server associated with a database containing a plurality of directory listings including advertising information. A customer subscribing to the on-line directory service may selectively view directory listings from the database by initiating a search research at a personal computer linked with the server. The search request may specify a particular service or product, a particular geographical preference or other search parameters. The search request is then forwarded to the server which accesses the database and retrieves the responsive information for the customer. To place a telephone call to a service provider listed in response to the customer search request, the customer merely activates a telephone icon associated with the selected service or product provider. The server then obtains a telephone number associated with the selected provider from the database and automatically dials the telephone number.