MerchantCircle is a Mountain View, California-based start-up company which helps small businesses network with other local businesses and reach local customers through free marketing tools and social media features. Founded in 2005, it is ranked as the fifth-largest local directory site and one of the top 160 sites in the United States. As of 2010, the service boasts over 1 million "member merchant"s and has subsequently expanded internationally to Australia, Canada and the United Kingdom.
The website was brought to the attention of the soundboard community when a Merchantcircle.com account for Duncan Construction was created in December 2008. Presumably made by a prankster, it has attracted interest and hundreds of fake reviews by pranksters, sometimes claiming to be genuine customers, other prank call victims or Duncan himself.