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At 11pm with water on the floor, they call until someone answers.
A burst pipe doesn't leave a voicemail. The homeowner works down the list, and the first plumber who answers gets the job. If you're under a sink or asleep, you never even know it rang.
Your phone gets answered at 11pm, and you get the details.
The call is picked up, the address and the problem are taken, and a text reaches you with what's flooding and where. You call back the burst pipe first and book the dripping faucet for Tuesday. One caught emergency a month pays for the plan several times over.