1. A method, comprising: assigning a first telephonic reference of a connection provider to an advertiser of an advertisement to represent a separate telephonic reference of the advertiser within the advertisement; providing the advertisement to a mobile device via Short Message Service (SMS) or Wireless Application Protocol (WAP), the advertisement to include the first telephonic reference of the connection provider; receiving from the mobile device a telephone call to the first telephonic reference of the connection provider; connecting the telephone call received at the connection provider to the separate telephonic reference of the advertiser to provide a telephonic connection between the mobile device and the advertiser; and billing the advertiser for the advertisement in response to the telephonic connection between the mobile device and the advertiser provided via the first telephonic reference.