A toll-free phone number for your Shopify store gives you credibility and signals your customers you’re serious.

From the Schneier on Security blog

Researchers are trying to use AI to detect “social norms violations.” Feels a little sketchy right now, but this is the sort of thing that AIs will get better at. (Like all of these systems, anything but a very low false positive rate makes the detection useless in practice.)

News article.