Abstract: A phone based loyalty rewards approach is described. The approach focuses on rewarding certain behaviors by maintaining a rewards balance usable for services such as free telephone calls. Users can be awarded some initial value of rewards balance at registration and then can earn additional rewards through their activities. Calls can be placed using voice dialing against a user supplied address book in one embodiment. Additionally, the rewards can be directly integrated with an advanced dial tone service offering and minutes spent on phone calls beyond the then available rewards balance charged to the user. The rewards are designed to encourage behaviors such as full and accurate registrations, regular usage, trying new features, etc.