Although they’re still called phones, people are using their phones more and more for content. That is, consumers use their phone to watch videos, browse the internet, and engage in social media, often more than they use the phone to make calls. Some marketers say that in an effort to reach consumers, advertisers may be willing to pick up the phone bill, in exchange for the ability to play advertisements for the user.

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Why Advertisers Could Pay Your Entire Phone Bill By The End Of Next Year – Business Insider