Any WG who did not want her number displayed on AW page, could just leave it off, and limit her enquiries to AW members.
Since 80/90% of ads showed a phone number, it's a pretty fair bet that the WGs found having a number good for business.
If AW has decided that they have the right to limit the lady's advertising, there will be loads of dusty phones.
The system used to work fine, why change it ?. You can be sure there's an aim for more money behind it, always is.
I'm sure loads of guys don't want to be on an AW database, and they just read through AW ads then ring the number. All emails and email addresses, even ones made specially for use on AW, can be tracked back to the Punter's original device.
You can bet the Russian blackmailers are just dying to get their hands on the AW database. They seem able to get into every other database. eg AOL, Barclays, the Pentagon.