The phone rings while you're up a ladder, in the kitchen, or halfway through a job. It rings out. That missed call is probably work — but all you've got is a number. No name, no idea what they wanted, no idea how big it was, and no way of knowing whether they've already rung the next place on the list.
More people are asking AI assistants to find a local business and get in touch. In America, Google's own assistant already rings businesses for customers; it hasn't reached the UK. An assistant that gets no answer doesn't leave a message. It rings the next place on the list.