There is disclosed reverse billing in online search. A telephony server may receive a request from a user to cause a telephone call to be established between the user and a merchant. A notice to the merchant may be generated. The notice may include an offer to establish a telephone call with the user in exchange for payment of a definite fee. An acceptance of the offer may be received from the merchant to a phone number associated with the merchant. A first voice communication leg with the user and a second voice communication leg with the merchant may be bridged to establish the telephone call between the user and the merchant. The definite fee may be appear on the merchant's bill for telephone service.