Every phone call is an audience
TonePerks is the company behind CallPerks — Pakistan’s first exclusive audio advertising platform. Your message runs in the ringback moment before every call connects: fully audible, impossible to skip, impossible to block.
Sponsored audio — HBL Microfinance Bank
The problem
Skip buttons. Ad blockers. Spam folders. The modern consumer has built a fortress around their attention — and brands are paying more to reach less.
The shift
Your message runs in the 15 silent seconds before every call connects — the one moment of audio that is fully attentive, fully captive, and fundamentally unblockable.
The result
100% play-through. Zero bot fraud. Telco-grade audience targeting. Every call a perfectly delivered message — and every play a logged event you can count rather than an impression you have to trust.
01The service
CallPerks places your message in the 15 seconds of ringback before a call connects — the one moment of audio that is fully attentive, fully captive, and fundamentally unblockable.
What is CallPerks? CallPerks is a ringback tone advertising service in Pakistan, run by TonePerks Pvt. Ltd. in Lahore. A 3 to 15 second audio ad plays to the caller in place of the standard ringback tone while a mobile call connects. Advertisers choose who hears it using mobile operator data — location, demographics, device, recharge tier and behaviour — and every play is logged and reported daily. To date it has served 641.4 million audio impressions to 7.5 million unique customers for more than 40 clients.
Every outgoing call begins with 15 seconds of dead air. CallPerks replaces that silence with your audio — short, contextual, and impossible to avoid.
Because we operate inside the mobile network rather than on top of it, delivery is not a bid for attention. The audio plays before the call connects, on the handset, with the phone already at the listener’s ear.
Campaigns run across both advertising and recovery objectives, and every play is a logged network event — so what you get back at the end of a flight is a count, not an estimate.
Be heard differently. Don’t just advertise. Be remembered.
You bring the objective, the audience and the message. We tell you honestly whether audio is the right buy for it.
We define exactly who hears it using operator data — location, demographics, device, recharge tier and behavioural signals.
Your 3 to 15 second audio replaces the standard ringback tone, playing seamlessly in the moment before the call connects.
Ad plays, reach, duration and completion — reported every day of the flight, not modelled at the end of it.
02What you get
Every other channel sells you an impression and hopes it lands. Audio in the ringback moment is heard in full, by a person holding the phone to their ear, every single time.
There is no skip button in a ringback tone. No ad blocker reaches it, no spam filter catches it, and the phone is already at the listener’s ear.
Your audience is built from operator data, not from cookies or inference. The network already knows where a subscriber is, what they carry, and how they spend.
Your campaign, quantified. Because delivery happens inside the network, every play is a logged event rather than a modelled estimate.
03Telco data
Digital platforms infer who you are reaching — from cookies, IP addresses and browsing behaviour. A mobile network does not infer. The subscriber is a billed customer, not a browser session, and that changes what targeting actually means.
Approximated from an IP address
Held by the network, in real time
Modelled from browsing behaviour
From registered subscriber records
Guessed from a user-agent string
The actual handset on the network
Inferred from what someone clicked
Real recharge tier and top-up pattern
Stitched together across cookies and devices
One number, one subscriber
Assumed when a tracking pixel fires
Confirmed as a logged network event
This is why a CallPerks audience behaves differently from a lookalike segment. You are not buying a probability that the right person sees your ad. You are buying a confirmed play, to a subscriber the network already knows.
Every signal below is one the network holds about a real, billed subscriber. Combine them and the audience narrows. Illustrative — actual reach for any combination is confirmed against live network data when we plan the campaign.
Categories
Cities Pick as many as the buy covers
Coverage How wide the footprint runs
Language of creative What the audio is recorded in
Gender Held on the billing record, not inferred
Device The handset the network sees on the line
Plan & spend Billing relationship and recharge weight
Behaviour How they actually use the network
Daypart When the calls are actually placed
Mapped interest Categories the network maps, not browsing history
Tell us the objective and the audience. We will tell you honestly whether audio is the right buy — and send a person, not a generic deck.
04Why audio, why now
28% of digital ad spend reaches bots, not humans. Ad-blocker penetration on Pakistani smartphones is now 42%. You are buying impressions that no person ever perceives.
Audio drives materially higher recall than visual advertising. A message heard in full, with the handset at the ear, is remembered in a way a scrolled-past banner is not.
SMS response rates are below 1%. Email is lower. Outbound call costs have tripled. The channels brands and lenders relied on for decades no longer reach the audience.
05Proven at scale
This is not a pilot. CallPerks is live at scale across Pakistan — a revenue line built on attention, and the brands already buying it are some of the country’s most demanding advertisers and lenders.
06The technology
Built in-house at TonePerks. Behind every audio play is a real-time engine deciding who hears your message, what it costs, and what to change next — optimizing continuously across the flight rather than reporting on it afterwards.
Resolving the listener and the moment before a single second of audio is committed.
Deep learning interprets context to match audio with maximum relevance to the moment.
Algorithms dissect telecom data into precise behavioral and demographic segments.
Adaptive models continuously update listener profiles as their interests evolve.
Choosing the message, pricing the impression, and checking it lands the way it should.
Predictive models surface what listeners are likely to find valuable before they ask.
Real-time bidding integration so every impression goes to its highest-value buyer.
Natural language processing assesses ads to ensure emotional resonance with the audience.
Every play returns evidence, and the evidence changes the next play.
Test creative variants at scale and deploy the winning audio automatically.
Continuous performance feedback loops refine targeting and messaging in flight.
Machine learning auto-adjusts campaign parameters for optimal performance, in real time.
07Get in touch
Send us the objective and the audience — a product launch, a seasonal push, a recovery campaign, or a market you are struggling to reach. We will come back with whether audio is the right buy for it, what it would take, and what you should expect. One business day, and a real person.