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After acquiring mobile marketing and analytics platform ZipDial for ~$30 million in January this year, Twitter is now utilising ZipDial in a partnership with Yes Bank, reports LiveMint. Yes Bank account holders can give a missed call to the bank’s marketing number upon which they will receive tweet texts directly to their mobile phones.

Tweets to text messages

This partnership is aimed at reaching users who do not have a Twitter account or are online, enabling Yes Bank to reach out to more users in the retail segment. Yes Bank account holders can give a missed call to +91-11-3008-0888 to activate this service. Users will be able to get tweets on news, events, discounts and offers to their mobile phones thru text messages.

What ZipDial does:

ZipDial provides a mobile marketing platform through the “missed calls” feature. People can call a particular toll-free number, following which they are automatically disconnected and start receiving inbound content from brands via SMS, voice or an app notification. The service has also been used to verify mobile numbers and public voting for TV shows and in offline events.

This disrupts the traditional SMS based business, wherein users send an SMS to a short code, sometimes paying premium rates, for either voting on something or pulling some information. It also allows brands to reach out to consumers who aren’t connected to mobile Internet yet.

Twitter said at the time that it has previously collaborated with ZipDial on various campaigns including the Indian elections, Bollywood film promotions and MTV India’s #RockTheVote “Dial the Hashtag” campaign. In February this year, Twitter introduced hashtags in 13 Indian languages, including Hindi, Kannada, Marathi, Sanskrit, Nepali, Bengali, Assamese, Punjabi, Gujarati, Oriya, Tamil, Telugu and Malayalam. In January, it had also introduced Hindi and Urdu translations for tweets through Microsoft’s Bing Translator.

According to Twitter CEO Dick Costolo, the company has over 288 million monthly active users (MAUs) globally. Twitter added 4 million new users during the quarter. Note that this number represents new registered users and not necessarily active users.

Image Credit: Flickr user Scott Beale (overlay of Yes Bank logo)