Buyer (Pay-Per-Call)

A buyer in pay-per-call is the destination: the insurance agent, plumber, or law firm who will answer the call and (hopefully) close a sale or service appointment. Buyers are the ones paying for calls, so they set the rules.

Buyers configure several parameters on their account:

**Bidding strategy**: In auction routing, what's the maximum they'll pay per call? A buyer might bid $45 for homeowners in California but only $12 for renters in Montana. Buyers set bid caps per vertical, geography, or qualification level.

**Caps**: Daily cap (max calls per day), monthly cap (max calls per month), and concurrency cap (max simultaneous calls). Once a buyer hits their cap, the routing engine automatically skips them and routes to the next eligible buyer. This prevents over-delivery and overspend.

**Business hours**: What hours are they available? A solo practitioner might only take calls 9am-5pm. Routing respects these hours — calls arriving outside business hours route to a 24-hour buyer or fallback.

**Call quality rules**: Minimum call duration (to filter out accidental dials), IVR required fields (must have zip code), and geographic filters (only homeowners in California, etc.). Buyers don't want to receive calls that won't convert, so they specify their ideal lead profile.

**Payout model**: How are they charged? Most are pay-per-call (flat fee per call), but some are hybrid (lower per-call rate + success fee if the call generates a sale).

Buyers range from solo practitioners to large national networks. Solo practitioners might take 10-50 calls/month from one publisher. National agencies might take thousands of calls/month across multiple publishers and verticals. The platform manages all of this transparently.