The discussion highlights frustration with current reverse phone lookup services that often require payment or personal information, contrasting with older, more straightforward options. Users note that simple Google searches can yield mixed results, often leading to paywalls or spammy sites. Some mention that while Google can occasionally provide valid information, it frequently returns incorrect or irrelevant results. Alternatives like the TrueCaller app are suggested for effective caller ID and reverse lookup features without a premium requirement. Additionally, the Canadian landline phone book (Canada411) is mentioned as a free resource, along with the website NumLookup, which reportedly provides decent results despite some inaccuracies. The conversation also touches on the challenges posed by VOIP technology, which can complicate number identification.