In a move that underscores the need for VoIP companies to expand beyond phone calls, startup Jajah on Monday announced that it is providing click-to-call service to Internet dating giant eHarmony.

    Analysts said the partnership is a good move for Mountain View, California-based Jajah, as pure voice-over-Internet-protocol companies like Vonage and SunRocket are in dire financial straits. “Voice for the sake of voice is becoming a commodity,” said Yankee Group analyst Zeus Kerravala,“but voice as an embedded part of the business process, like Skype does for eBay, is much more attractive.”

    Holmdel, NewJersey-based Vonage, which competes with traditional phone companies, is fighting a number of lawsuits and facing bankruptcy. SunRocket, of Vienna, Virginia, is also struggling and may shut down as early as this week.

    On the other hand, firms such as Jajah, which offer a variety of commercial applications, are on the rise and they are attracting venture capital money. All told, U.S. VCs have invested about $1 billion in diversified VoIP firms.

    Jajah’sclick-to-call service lets eHarmony members talk to each other over the phone anonymously. To use the service, members click on other members’ name in a browser to initiate a phone call. Members can place calls from any phone.

    “Until today, you lost anonymity once you went to the voice stage, but this keeps you as much in control of your information disclosure as you are when you use email,” said Greg Waldorf, CEO of Pasadena, California-based eHarmony.