On Monday the telecom major Bharti Airtel has launched an open marketing platform which will allow customers to access a variety of mobile applications for free. The data charges will be paid by the application provider.

“Akin to the established concept of toll-free voice calling, Airtel Zero will allow everyone from big marketers to small-time application developers to make parts or their entire mobile app free for customers thus reviving interest of dormant customers, attracting new potential users and increasing retention,” Airtel said in a statement.

“From startups to enterprises, it is an open marketing platform that empowers companies ranging from small businesses to large conglomerates with an equal opportunity to reach out to customers in India,” it added.