A few women I used to know would use different names based on where their ads appeared. For example, a girl might be Krissi in the Dallas Observer and Nikki in alt.sex.prostitution (yeah, this was a long time ago). Their rationale was that if a guy called asking for one of the names, she'd know which venue he'd seen her ad in, and she could gauge how effective each medium was, and determine whether there was a qualitative difference in clients, as well.
Perhaps something similar applies here. If she gets a phone call from a non-repeating client, she knows he's answering the BP ad. A PM, and, well, it's obvious. And whether she gets a phone call or a PM might help determine her screening protocol for that client.
Or it could just be hooker logic.
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