1. A method, comprising: providing, by a server system to a customer's user device, indication of a map of a geographical region, the map comprising: a first representation of a location of a business that corresponds to an actual geographical location of the business within the geographical region; and a second representation of a reference for real-time communication assigned to a group of businesses that share a common category, the second representation disposed in a vicinity of the first representation in relation to the map; receiving, via the server system, from the customer's user device, an indication of a selection of the second representation of the reference for real-time communication assigned to the group of businesses; in response to receiving the indication of the selection of the second representation of the reference for real-time communication assigned to the group of businesses, dynamically assigning, by the server system, a second reference for real-time communication with the business to the business; providing, by the server system, the second reference for real-time communication to the customer's user device; consequent to the providing the second reference, establishing a connection to facilitate real-time communication with the business, the connection based at least in part on voice over Internet protocol; tracking usage of the second reference for real-time communication; and billing the business consequent to the providing the second reference for real-time communication based on quantitative usage of the second reference.