Dictionary of Marketing Terms: in-WATS (incoming Wide-Area Telephone Service)
in-WATS (incoming Wide-Area Telephone Service)
long-distance inbound telephone service that is billed directly to the receiver at no cost to the individual caller; also called toll-free calling; 800-number calling. The fee is usually paid on a monthly basis and, depending upon the telephone company used, is based upon the volume, duration, and distance of the calls received. Usually, the greater the number of calls, the lower the per-call price. In-WATS is used to receive orders, complaints, or inquiries from retail and wholesale customers.
In-WATS service is currently provided by AT&T and, to some extent, by MCI; other communications companies are also entering the field because of its attractive growth rate (about 20% annually).
