Facebook Introduces Revenue Generating 'Missed Call' Ads in India

By Prarthito

Facebook is up for generating a bit of revenue for itself in 2014, and has already recognized India as a possible generator for the same. Keeping that in mind, the company has introduced its brand new 'missed call' ads service.

As you might have guessed by the name, the new 'missed call' ads service will allow mobile phone users to click a button that will then call a brand advertiser. Users can immediately hang up and will in turn receive a return call from the same.

Facebook Introduces Revenue Generating 'Missed Call' Ads in India


The company writes that roughly 7 out of every 10 people in the world, "many in high-growth countries like India, Brazil, Indonesia, Mexico, South Africa and Nigeria, use far simpler devices, like feature phones, to access the Internet."

But with the new service in place, it would look to cater to the 100 million Facebook users in India who will even be able to request cricket scores and a lot more just by making a "missed call" and receiving a recorded call or text message back.

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"When it comes to mobile communications in high-growth countries, necessity often breeds creativity. In India, for example, there is a "missed call" behavior that started as a workaround for the high cost of voice calls," describes Facebook, as to why it wanted to use the "miss call" culture as a new medium.

"We're testing an ad unit in India that builds on this behavior. When a person sees an ad on Facebook they can place a "missed call" by clicking the ad from their mobile device."

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In that return call, the company adds, users can receive valuable content, such as music, cricket scores or even celebrity messages, alongside a brand message from the advertiser. All this without ever using airtime or data.


Facebook is currently testing out the service in certain parts of India, with the company also expected to roll the service out more widely over the next few months. The social networking mogul is also planning to expand this approach for other emerging countries, like South Africa, Indonesia and Brazil.

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