1. A method comprising: receiving a connection request from a telephony device, wherein the connection request comprises connection request information; during an initiation phase of the connection request, extracting a signaling number from the connection request information; rejecting the connection request such that the connection is not completed; identifying content to be retrieved from an internet based on the extracted signaling number; retrieving the identified content from the internet based on the extracted signaling number; and delivering the retrieved content from the internet to the telephony device.