Business or commercial telephones may be listed and installed and telephones may be used for business purposes by an individual residing on the premises, provided that business and commercial uses not otherwise permitted in the zone are conducted solely by telephone by such individuals. The premises so used under the provisions of this subsection shall otherwise conform, in appearance, design and use, to those otherwise permitted in the zone. No sign shall be erected on the premises advertising the business being conducted, except such signs as are otherwise permitted, under the terms of this chapter, in this zone. If the conduct of the business by telephone shall legally require the erection of signs for a use which is not otherwise permitted within the zone, such limited business use of the premises is prohibited.