The early reports did in fact say that he had his phone number on the ad. Kijiji responded by saying it wasn't through their site that he was contacted because according to their records, no one
responded to his ad nor did he provide
any personal contact info. No one responded, meaning, no one clicked on the ad and contacted him via kijiji's option to contact the poster of the ad.
However (and I only know this because I also use kijiji) if a seller puts their number on there, as LE stated TB did, all you have to do is click and it shows the contact number. You never have to use the "contact this seller" or message the seller through the service. All you have to do is write down the phone number.
There were a few screenshots in early MSM articles showing the original ad and the phone number was in fact on there. Here's kijiji's actual statement:
http://kijijiblog.ca/online-safety/