One of the main features distinguishing a phone from a laptop or computer is its ability to make calls. With mobile click-to-call, Google allows customers to connect with businesses directly from their ads. It's easy to include click-to-call phone numbers in your ads, regardless of which type of phone the customer is using. Google have now begun testing this feature when targeting users with WAP devices as well “majority of mobile phones currently have WAP browsers. Originally, targeting these types of phones meant creating mobile-specific webpage. But, if you include a click-to-call phone number in your ad, you don't need a website at all to advertise on these phones. With WAP devices, a click-to-call phone number will appear as a 'call' link at the end of your ad text. Simply include this feature in your ad if you'd like to enable customers to connect with your business by phone,” explain Google.