Embodiments of the disclosure provide a mobile-specific intermediary replacement for the toll free service. This mobile intermediary entity or service can provide four primary call invocation types. Namely, calls can be invoked through a dialer of the mobile device, through a web interface accessed through the mobile device, through a mobile application executing on the mobile device, or through a personal assistant of similar service. The mobile intermediary entity or service can also provide rich, supplementary services for mobile callers. These services can include but are not limited to menu navigation, call continuity, caller geo-location awareness, and awareness of the caller's mobile network operator's identifier. Services natively provided by the called enterprise, such as call conferencing, can also be provided within the call.