Missed calling (also referred to as beeping, flashing and many other names) has been most talked about in Africa; Johnathan Donner has been talking and writing about it for some time now; his research provides interesting insights into what he calls the ‘rules’ of beeping. A recent Reuters article looks at the growing phenomenon in not only Africa but other regions too. LIRNEasia’s Teleuse@BOP survey findings also show that the phenomenon is considerably common among bottom of the pyramid (defined here as Socioeconomic Classification groups D & E) phone users in India, Pakistan, the Philippines, Sri Lanka and Thailand. But what’s more interesting, is that the phenomenon was seen as being used more or less to the same extent in the ‘middle and top of the pyramid’ (defined in the study as Socioeconomic Classification groups A, B & C). This held true for phone owners in all five countries studied – Pakistan, India (with some of the lowest per minute call rates in the world), Sri Lanka, Philippines and even Thailand (the country with the highest per capita GDP among the set of countries studied).