Ryan Leslie is a Grammy-nominated singer who likes to put his personal phone number online. It's +16468876978, in case you were wondering.
It's all part of Leslie's plan to fundamentally change the way brands, artists, or anyone with a public following, interact with their fans, taking on the likes of Twitter, Facebook and Snapchat.
Leslie, is gearing up to publicly launch SuperPhone, his platform that assigns people a number and lets them organize contacts, filter chats by topics or tags, and directly speak to people via text message.
"I definitely needed it because i was managing 20,000-plus conversations on WhatsApp with zero automation, zero organization, zero segmentation," Leslie told CNBC in an interview at The Next Web conference in Amsterdam on Friday.
"Perhaps we have overlooked the power of SMS and we have moved on to native messaging platforms and we are just finding that they were falling short in terms of the feature set."