Httpool, an international online and mobile advertising provider, has launched CallWith.Me, a VoIP platform for online dating websites. The service will let users chat, make video and voice calls with a single mouse click from within their browsers.

Users can make calls to a computer, a smart phone application and mobile or landline numbers. The company claims that dating websites can easily connect CallWith.Me to their payment system, through the CallWith.Me widget or Javascript SDK, and allow users to buy credits and make calls. The company does not charge for integrating the product on a website, however it charges for the voice calls made (more on it below). The product also makes sense to dating website users as they might not want to share their contact details and yet want to have voice communication with fellow users.

Monetization: The company provides two business models for dating websites: Flat Rate Per User and a Cost Per Minute model. The Flat Rate Per User Concept is a standard flat rate “all-you-can-eat” pricing model ideal for websites with a large number of registered users. The Cost Per Minute Concept is a standard telecommunications industry measurement where the user who initiates the call gets billed for it. The more minutes used, the lower the cost per minute is.

What’s interesting is that the company is positioning the product as a feature for dating websites, however, since it’s a VoIP platform, we feel that the product could have been used for a wider set of applications, for example, in a marketplace such as ebay.in, it could allow voice communications between auctioneer and a bidder.

Founded in 2000, Httpool Group is a full-service online & mobile advertising providers with 19 offices in Central and Eastern Europe, Austria, Germany, Hong Kong, Singapore and India. Httpool India was launched in 2011 and has offices in Mumbai, Delhi and Bangalore. The company claims that it has worked over 1200 campaigns across online, mobile, search and social in India. Apart from that, recently, Httpool had launched a new self-serving online and mobile advertising platform called AdPlatform, which offers agencies, advertisers and publishers an integrated ad platform which comprises of free ad solutions, ad exchanges, multiple partner networks and an optimisation system.

 Other developments: While this service does answer dating website users’ security risk, it might come under the scanner due to concerns around national security. There have been concerns around VoIP services, and in 2009, India’s Intelligence Bureau had asked the Department of Telecom (DoT) to block VoIP services to and from the country, until a mechanism has been put into place to track these calls. Confusion on the exact Internet Telephony policy remained, even as the Department of Telecom issued orders to block foreign SIP (Session Initiation Protocols) to various ISPs. We had retrieved a list of the foreign SIPs blocked via RTI: here, and the applicable policy on Internet Telephony, which everyone we spoke with appeared to be confused about (and still are): here.