Mass-market telephony

A major development starting in 2004 has been the introduction of mass-market VoIP services over broadband Internet access services, in which subscribers make and receive calls as they would over the PSTN. Full phone service VoIP phone companies provide inbound and outbound calling with Direct Inbound Dialing. Many offer unlimited calling to the U.S., and some to Canada or selected countries in Europe or Asia as well, for a flat monthly fee.

These services take a wide variety of forms which can be more or less similar to traditional POTS. At one extreme, an analog telephone adapter (ATA) may be connected to the broadband Internet connection and an existing telephone jack in order to provide service nearly indistinguishable from POTS on all the other jacks in the residence. This type of service, which is fixed to one location, is generally offered by broadband Internet providers such as cable companies and telephone companies as a cheaper flat-rate traditional phone service. Often the phrase "VoIP" is not used in selling these services, but instead the industry has marketed the phrases "Internet Phone", "Digital Phone" or "Softphone" which is aimed at typical phone users who are not necessarily tech-savvy. Typically, the provider touts the advantage of being able to keep one's existing phone number.