ZipDial, run by Valerie Wagoner and her two co-founders, is the first success story in India’s missed-call business
Bangalore: Two years ago, in April 2011, as the Indian Premier League (IPL) season began, cricket fanatics found a new way to kill time between matches. They would place a call and then hang up. An SMS would be shot back with a single number. The fans would use that to track virtual runs in impromptu matches with each other. Then they would dial again, and again. Periodically, the numbers were interrupted by a different SMS—an ad from Kingfisher.