I agree, nothing is ever free.
But if its purely App2App calling.. Zipt is then back competing with Skype, Viber, Tango, Line amongst hundreds of others. If they had come to market 18 months ago with "we are going to create an advertising funded, calling app to complete with Line, Viber and Skype" I dont think the market would have jumped at it quite so much.
I doubt a white-label would have adds, then again - who knows. True 30mb isn't large, in fact I think thats smaller than previous releases, might even be that they are loading more content over the air, rather than compiling it into the app.
Ads on ZipT App, page-29
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