A method and apparatus is presented for enabling an agent to assume the identity or persona of a called party and process calls directed to the called party. In one embodiment, methods, which enable an agent to assume the identity or persona of a called party, and process calls directed to the called party are considered a call center functions and may be implemented in a call center. A call is initiated to a called party. Initiating the call generates called party information. Using the called party information a server retrieves information associated with the called party and then forward the information associated with the called party to an agent. The call is then forwarded to the agent. As a result, the agent may use the information associated with the called party to assume the identity or persona of the called party when responding to the call.