A method and apparatus is described to process an incoming telephone call. The method may comprise, at a recipient telephone system, receiving the incoming call including speech and identifying when a Do-Not-Disturb option is set. The Do-Not-Disturb option may identify that a user has requested not to receive telephone calls. Content analysis may be performed to identify content of the speech and a reference database may be interrogated based on the content to identify an associated rule. Thereafter, the Do-Not-Disturb option may be selectively overridden based on the associated rule. The content analysis may comprise performing speech recognition on the speech to obtain a reference word/phrase and interrogating the reference database with the word/phrase to identify the associated rule. A method of configuring a Do-Not-Disturb option in a telephone system is also described that allows a user to define reference words and associated rules.