A booming industry based entirely on missed calls helped bring India online, and vanished overnight

Before smartphones and cellular data became affordable in India, people used missed calls to stay updated. Companies such as ZipDial saw an opportunity, and would send texts of the latest cricket match scores, play Bollywood songs, and advertise when a customer would call their hotlines and drop before they were charged. In 2008, it was “estimated that more than half of Indian phone users were in the habit of calling people with the expectation that they wouldn’t pick up.” Read full article here

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