A system for integrating custom benefits into a communication transmission exchange is provided. The communication transmission exchange may include a plurality of entities. The system may include a receiver configured to receive a custom benefit selection. A second entity may perform the selection. The custom benefit may be associated with a first entity. The selection may trigger termination of any predetermined benefits to be communicated from a fourth entity to the second entity. The predetermined benefits may have been previously associated with a communication associated with the custom benefit. The selection may trigger instantiation of a communication line between the first entity and the second entity. The communication line may be for delivering a custom benefit communication, associated with the custom benefit, from the first entity to the second entity. The selection may also trigger deliverance of the custom benefit communication from the first entity to the second entity.