When I was a kid at my parent's house phone etiquette was a big deal. I think they impressed that on us kids pretty hard.
I have a lot of rules in general but also with the phone. Anyone that knows me in person knows not to call me at work unless it is an emergency, not after 8:30 pm on a work night, and not too early on the weekend (my phone is on silent at night on the weekend anyway).
I don't face time or Skype just because I don't know how. Friends can send me a medium sized text but if they have a lot to say I would prefer that they just call me.
Sometimes on the weekend I like a lenthy chat with friends or family to catch up. I don't have time during the work week for long chats.
To me texts are like email. Send the message and I will return a text when I have time. Don't send me repeted texts unless it is an emergency.
This is my phone etiquette.