I've seen that sales funnel (selling to the business, not to you) from the other side, integrating some "request appointment" UI where your click supposedly sets some back-office in motion that asks for an appointment with the business that might in fact never had contact with the intermediary before. Then later the sales squad will drop in arguing that all those appointments are revenue that they might lose if they don't become a customer to the full version of appointment tool.
This is not that bad in the beginning (though certainly not good!), the hopeful customer won't be promised anything before the appointment is actually made. If the presentation is sufficiently clear about the appointment hunt not really being over before confirmation it's not that bad. But even when started in a rather benign form, these things can quickly turn nasty, by skimping on the back office and/or "streamlining" the UI into a presentation that isn't clear at all about nothing being committed yet. And I'd also imagine that unscrupulous competition might be tempted to fake-register with the service in some zero-cost tier, effectively black-holing all appointment request to let the resulting Google/yelp/whatever zero star reviews ruin their competition. Which points us to the deepest tier of darkness, the appointment service knowingly claiming to have made an appointment when they haven't, betting on more of the fallout hitting the small business than themselves and using that to coerce them into buying the service (essentially a darker form of what yelp was famous for).
This is not that bad in the beginning (though certainly not good!), the hopeful customer won't be promised anything before the appointment is actually made. If the presentation is sufficiently clear about the appointment hunt not really being over before confirmation it's not that bad. But even when started in a rather benign form, these things can quickly turn nasty, by skimping on the back office and/or "streamlining" the UI into a presentation that isn't clear at all about nothing being committed yet. And I'd also imagine that unscrupulous competition might be tempted to fake-register with the service in some zero-cost tier, effectively black-holing all appointment request to let the resulting Google/yelp/whatever zero star reviews ruin their competition. Which points us to the deepest tier of darkness, the appointment service knowingly claiming to have made an appointment when they haven't, betting on more of the fallout hitting the small business than themselves and using that to coerce them into buying the service (essentially a darker form of what yelp was famous for).