Facebook is reportedly holding preliminary talks with a tap-to-call vendor, apparently with a view to incorporating the technology into its "Home" mobile ads, according to an anonymous Ad Age source. "I'd imagine that a tap-to-call feature makes perfect sense for Facebook Home," said Gregarious Narain, co-founder of tech firm Chute. "One of the goals of Facebook Home is to make connections possible with the least amount of friction and to have the ability to quickly pivot from text to voice seems natural."

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