It should be easily possible for, say, a business to publish a URL as its internet phone contact information. A customer also with an internet phone may contact that URL, at which point the devices on either end negotiate in hopes of finding a protocol they have in common. Of course, there are lots of voice protocols out there, some closed, some open, everything from Skype to Google Talk to more proper VoIP protocols. If nothing in common, then the call fails. If success, a "free" call for both sides over internet.
Why hasn't this happened already?
Start deploying the capability to take internet calls at call centers for emergency response (911). The inability to make emergency calls is a disadvantage of dropping telephone service entirely (though they can be made though a deactivated cell phone). It's still an unsolved problem to robustly route internet calls to the right emergency call center.
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