Twitter plans to acquire ZipDial, an Indian mobile marketing platform developer, for a reported $30-40 million.
The startup’s campaigns take advantage of the practice in India of communicating by “missed calls”, with callers ringing just once and hanging up to indicate, for example, they have arrived in order to save the cost of the call, Reuters said.
ZipDial provides users with the phone numbers of its clients, which send promotional text messages to people after they call their numbers and hang up before the call is completed.
Its clients include IBM, KFC and P&G’s Gillette.
Twitter has previously teamed up with ZipDial to allow users to follow actors, sports stars and politicians via voice, text and app alerts by signing up to the “missed call” service, TheNextWeb.com said.
Twitter did not disclose the price of the dial, but TechCrunch said the US microblogging service was paying $30-40 million.
The purchase of Bangalore-based ZipDial will be Twitter’s first acquisition in India, which is a rapidly growing mobile market with 946 million connections, according to GSMA Intelligence.