Directory assistance is going through major upgrades, as more companies seek the power of leads from pay per call advertising, while relying on new technologies, such as cloud based- and mobile services. One of these is Soleo, which provides local search for many U.S. and global telecom companies, and has just announced a major partnership with AdAffix, the caller ID giant.

Among other things,, the new service matches businesses from Soleo’s database of 15 million organic listings and 1.5 million paid listing with call requests. It automatically suggests alternative merchants users when their initial calls go unanswered.

Soleo will use these technologies to provide call advertising campaigns to major ad partners, ad networks, lead generation companies and national retailers. Mike Wilson, the company’s new Chief Digital Officer – a longtime YellowBook vet — tells us that the program will keep growing beyond key local business categories such as restaurants, physicians, brokers and contractors to also include APIs for categories such as residential. points of interest and government listings.