The whole basic architecture of WCF is based on the client calling a server, sending a serialized message.
That's the very foundation of WCF - message passing. You cannot turn that off. You can tweak it - but you can't remove it.
As for custom serialization - Check out Aaron Skonnard's excellent Serialization in WCF article in MSDN Magazine.
You can go as far as creating your own custom serializer for WCF - if you really want to - but why??
Why do you as a single developer or small shop want to "compete" with a pretty sizeable team at Microsoft and re-invent the wheel of serialization yet again? I would much rather concentrate on my real business issues which Microsoft cannot solve for me, but let the "infrastructure glue" be their game - they're good at it, and they have much more manpower and resources for that stuff!