A node (22) of a communications system is configured use behavioral information (26) regarding a customer/subscriber's communication usage to automatically perform a promotional activity (28) with respect to communication usages of the customer/subscriber with another customer/subscriber. In an example implementation, the node (22) comprises electronic circuitry (38) configured to use the behavioral information (26) regarding the customer/subscriber's communication usage to automatically perform the promotional activity (28) with respect to the communication usages of the customer/subscriber with the another customer/subscriber. In its various embodiments, the promotional activity (28) comprises at least one of a financial discount activity; a new access activity; a quality of service change activity; and, an advance recharge activity. The behavioral information (26) may reflect both symmetry of connection (26-1) of the customer/subscriber with the another customer/subscriber; and community similarity (26-2) of the customer/subscriber and another customer/subscriber or other usage pattern.