The trend of customized "calling" ringtones often stems from popular media or influencers. A primary driver for this specific phrase is the massive success of Like Nastya (Anastasia Radzinskaya), a Russian-American YouTuber with hundreds of millions of subscribers known for children's entertainment .

"Nastya is calling" ringtones typically come in several formats:

"Nastya" (or Nastia) is a common diminutive of the Russian name Anastasia , which originates from the Greek word anastasis , meaning "resurrection" .