The Phone Feature displays on Google mobile search. When a web user keys in a search that returns businesses, the Phone Feature shares the phone number of that business next to a telephone icon. This feature only appears in certain search engine results pages (SERPs) when the user appears to be searching for a business.
When mobile users click on the phone number displayed in the SERP, their default phone app will open to quickly and effortlessly call that number. For businesses, this is regarded as a seamless way to convert visibility into a touchpoint with potential customers.
