I went and looked at the site. They list the companies' address, and below it a phone number. The layout implies that the phone number belongs to the business. If they wanted to do it the right way, they could have added something like, "contact this business via helphive".
I would call this highly unethical, at this point; it is a willful and material misrepresentation of the facts.
I would call this highly unethical, at this point; it is a willful and material misrepresentation of the facts.