Abstract: A system, method, and computer program product for selecting and delivering content to a telephony application includes receiving a request from a telephony service for interactive content, initiating a method call to a content selection system, and selecting a content item. Instructions for playing the selected content item are sent to the telephony service, and a content request for the selected content item is obtained based upon the instructions for playing the selected content item. The selected content item is then delivered to the telephony service. The system, method, and computer program product analyze characteristics of the request and of a user and deliver customized content based upon the characteristics. Interactivity between the user, the telephony service, and the system is provided.