Twitter is testing a click-to-call button that would enable mobile users to call advertisers directly.
The news was first reported by Digiday.
ClickZ confirmed the comments in the story made by Richard Alfonsi, Twitter’s vice president of global online sales, with a source close to the company. The source did not provide any additional details.
Alfonsi did not give Digiday a timeframe for when he expected the click-to-call feature to be more widely available. It is now in beta tests.
As the name implies, the feature will allow users to easily connect with advertisers. It is part of a direct response push from Twitter, which Alfonsi told Digiday will enhance Twitter’s existing offering of promoted tweets, trends, and accounts.
“We’ve always been strong in terms of upper-funnel, brand-oriented goals; engagement, awareness, and capturing events and moments,” Alfonsi told Digiday. “Direct response is thinking about the lower-funnel conversion-oriented goals.”