Twitter users could hassle advertisers instead of the other way round, with a new service the social media site is testing.
The click-to-call functionality would mean tweeters could press a button next to advertisements on the social network that would call the advertised company directly, inverting the traditional and much maligned cold calling consumers are used to.
Twitter hopes the innovation will lead more companies to advertise with it, revealing ahead of its November IPO that 85% of its income comes from advertising, of which 65% came from mobile device ads in 2013.
Three-quarters of users last year connected to Twitter via a mobile device.
Global online sales VP Richard Alfonsi was quoted by Digiday saying: "Direct response is thinking about the lower-funnel conversion-oriented goals."
The click-to-call button is being tested by the company in collaboration with various brands and the service is planned to be available to more users in coming months.
The new feature will use company’s lead generation card, introduced in May, which allows advertisers to post tweets with rich media such as photos.
The click-to-call feature is already being offered by Google Maps and Yelp.
