IVR flow is one of the points of interest of marketer involved with pay-per-call campaigns. The abbreviation IVR stands for interactive voice response, which is a technology that enables a computer to interact with humans. The main purpose of IVR systems is to respond to genuine customers with a pre recorded voice message and direct them elsewhere (usually towards a human call center agent). These systems are useful for companies that deal with a large volume of phone calls. Even today, theyre used by a large number of businesses. As the technology advances, IVR systems are expected to become more sophisticated, meaning that their future is bright.