Snapchat has launched ‘Swipe up to call’, a new feature exclusive to users in the Middle East, which will make it easier for customers to connect with businesses through the platform.
Swipe up to call literally allows customers to make a direct phone call with a business they see advertised on Snapchat – with no additional fees for the consumer. The new feature is in response to the cultural preference in the Middle East to call a business directly, rather than visiting a website or filling an online form, to learn more about the product or service advertised.
The feature is now available to all Snapchat advertisers in the Middle East, who can test the product for as little as US$20 per day. Saudi Telecom Company and Zain Group are among the first advertisers to take advantage of the feature.
Brayden Ainzuain, Snapchat’s head of product marketing for MENA and APAC commented: “Swipe up to call offers brands and advertisers a unique opportunity to connect with their customers in real-time, in a way that is natural for them. We developed the feature based on advertising trends we noticed and we are excited to bring this feature to the Middle East. We know that SMEs, in particular, prefer to add a contact number to their advertising communication and this new feature will make it easier for potential customers to get in touch with just a swipe of their screen.”