Is it wrong to call women "Sweetheart" on the phone?

I would say few people who speak like that intend to be patronizing or misogynistic. It's mostly a cultural thing based on where you were raised. But you can't please everyone. Sometimes trying to be nice just isn't worth it. I've smiled at a clerk once and she became upset. I was taught a smile will brighten someone's day so I smile often. If someone is upset by it, not a problem. I can always bring my business elsewhere.