YES BANK, an Indian private sector bank, has entered into a strategic partnership with Twitter for its missed call services.

The service will allow users to follow YES BANK even without a Twitter account and get the bank’s tweets on SMS.

Just by placing missed calls to the number 011 3008 0888, clients will receive tweets via text messages from the bank, which will include updates on the latest news, events and discounts and offers from the bank.

YES BANK chief marketing officer Anindya Datta said: "This innovative partnership with Twitter will facilitate Yes Bank to reach its stakeholders who do not have an online Twitter account, thereby helping us penetrate deeper in the retail segment."

Valerie Wagoner, global director of growth markets at Twitter said, "We applaud the innovation by YES BANK to become the first Indian financial services partner to work with us. This is a strong sign of their focus on customer service and we look forward to doing more."

Twitter’s unique missed call offering is the result of the latest acquisition of ZipDial, a mobile engagement and analytics platform.