The subscription service has been testing the platform's voice calling features to handle customer issues for an hour every Monday afternoon

More brands seem to be taking advantage of Snapchat and its 150 million daily users, experimenting with filters and branded lenses, but monthly beauty subscription service Birchbox is paying attention to one feature in particular. The brand recently invited its followers on the platform to call them using Snapchat’s video and voice calling feature, which allows users to initiate calls directly from chats even if the recipient isn’t currently in the chat. Juliette Dallas-Feeney, Senior Social Media Manager, and Lorelei Orfeo, Senior Manager of Trends and Content Development posted a story on the brand’s account and received around 30 calls within an hour. On average, each call lasted around five minutes and age groups included teens and mothers of teens.

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