Disclosed is a system and a method for providing a Visual ARS (VARS) service by using a call control function of a mobile communication terminal. In the system and the method, a user of a terminal can select an existing voice guidance service or an available visual guidance service when trying a call connection to a telephone number of an existing call center. When selecting a visual guidance service, an originator receives an ARS service on a screen of the terminal of the originator. Accordingly, the user can receive and use the VARS service according to the user's selection by using a mobile communication network, so that the user can handle a task requested on a screen of the terminal. Hence, it is possible to overcome the disadvantage of a limited voice guidance-centered ARS service that a call center currently provides in a stereotyped manner regardless of the generation development of terminals. Also, it is possible to provide various VARS services with the development of mobile communication terminals.