SYSTEMS AND METHODS TO GENERATE LEADS TO CONNECT PEOPLE FOR REAL TIME COMMUNICATIONS

Methods and apparatuses to connect people for services delivered via real time communications and to optionally generate leads to new customers for the services. One embodiment includes: providing a communication reference to an entity for distribution to customers; establishing connections for real time communications between the entity and the customers in response to requests made via the communication reference; charging the customers on behalf of the entity using a process to establish the connections for a service of the entity provided to the customers over the connections; presenting the service of the entity to customers on behalf of the entity; charging the entity a first fee according to what the entity charges a customer for the service; and charging the entity a second fee according to a bid price specified by the entity in response to a determination that the presenting of the service leads to the customer.