The present invention is drawn to a method and apparatus for taking advantage of the always-on nature of a broadband VoIP network connection to provide enhanced services triggered by the off-hook event, bypassing a dial tone. In use, a caller triggers a network based greeting upon the off-hook event of picking up the phone. The greeting can be used for unique branding purposes by speaking a greeting to the caller. After the greeting, the caller can be immediately connected to an array of network-based services. A voice recognition system is employed to permit the caller to use voice dialing. A network interactive voice response unit (VRU) is used with the voice recognition system to allow the user to access services from a menu. The VRU can respond to an affirmative statement from the caller by using a table to lookup the phone number of requested services closest to the caller based on the caller's phone number (i.e., ANI). The VRU can additionally collect purchase and/or billing information from the caller and electronically place an order with the vendor, such as via facsimile, e-mail, web form, or other electronic means. The product or service is then delivered directly to the caller with minimal or no human intervention.