Thoughts are.. interesting bit like Coinbycall, thanks for posting.. does look/work a like referral link, but as it's a new service I'll put it aside, best to show your interest ideally if the case. Not a re-branded service of Daves is it?
Either way he could take a look at this part for CCB under FAQ:
What if my Caller ID is not available or presented?
Generally speaking we will receive your Caller ID (CLI) on every call, but sometimes this is not available.
If you call up and our system has been unable to detect your CLI, it'll ask you to enter the CLI you wish your minutes to be added to.
Your minutes will then be added to this account as normal. This is instead of using a PIN based system.
I suggested very similar the other day & never seen C4M before, even thought of using CLI too, how odd!