TalkTalk has announced the launch of a new service designed to offer UK pensioners a "free weekly natter".
The new service, called "We’ll Call You", will see TalkTalk staff calling an over 65-year-old customer that lives alone for 5 minutes at a set time once a week.
It is hoped, says TalkTalk, that each team caller will form a bond with their "We’ll Call You" contacts.
The phone company suggests the calls can include discussing the news, gossiping about the week’s TV or just to have a chat about whatever takes their fancy.
While the caller will check that everything is all right, the pensioner can get the TalkTalk staffer to look up information for them about local services, but sales of TalkTalk products are a no-go area, promised the phone provider.
"We’re not trying to replace social services and charities but our research shows that the service we’re providing meets a need which is not currently being met", said TalkTalk’s communications director Mark Schmid.
"With the number of older people living alone passing the four million mark the launch of our service is very timely".
The service will initially be available to the first 50 eligible people that apply. Do you think this is a nice idea or just a publicity stunt? Have your say in the comments box below.