In May 2012 we started our project iCallNow, which has been renamed to JustTalk.ca some months ago.
Unfortunately we were "researching" into a wrong direction using call-through on toll-free phone numbers these days.
We had to realize, that the Canadian phone companies do tamper with the originating caller-id, which made it impossible for us to recognize our customers without an additional "login on phone" routine. Certainly this was destroying our goal of providing simplicity.
Nearly 9 months later we had implemented new simple ways to offer initiating calls via our service, the call initiating methods you are using today.
Continuously we are working on our service to improve our service quality and your user experience. So, feel free to contact us with our feature requests and thank you for your support.