1. A method of processing an incoming telephone call, the method comprising: at a recipient telephone system, receiving the incoming call including speech; identifying when a Do-Not-Disturb option is set, the Do-Not-Disturb option identifying that a user has requested not to receive telephone calls; performing content analysis to identify content of the speech; interrogating a reference database based on the content to identify an associated rule; and selectively overriding the Do-Not-Disturb option based on the associated rule.