There are entities that subscribe to the service and fulfill those queries (such as unlec.com or whatever reseller they're getting the information via).
But the Neustar revenue model is to charge per query which is why that site limits the number of queries one can perform.
Every time you place a phone call in US or Canada, the originating carrier does a lookup against the Neustar-NPAC database (also called a "dip") to determine the routing destination for your call.
Only after that response (called a "LRN" or location routing number) is received does call routing truly begin.
1: https://www.npac.com/canadian-number-portability/the-npac-ne...