In an era of bots and automated customer service reps, Twitter Inc. (TWTR) is trying to humanize direct messaging for companies, enabling businesses to create profiles so they can prove they are humans, and not computers, dealing with a customer complaint.

In a blog post, Twitter said consumers want to get connected to real people when dealing with a company on Twitter, and with the new feature, businesses can more clearly indicate when it is a human or a bot handling the issue. Customer service reps can also add emoji’s to their tweets.

Twitter said that based on its own research, connecting on a human level can create a big boost with businesses. The social media giant said 77% of people are apt to recommend a brand after having a personalized customer service interaction on Twitter. What’s more, people are 19% more likely to feel like they reached a resolution with their problem and 22% more satisfied when talking to a human on Twitter than when dealing with a company bot. (See also: Twitter Stock Falls on Weak Fourth Quarter Revenue.)

T-Mobile Is First User

In conjunction with the launch of the new feature, Twitter announced that T-Mobile US Inc. (TMUS), the third-place U.S. wireless carrier, will be the first company to use the new customer service feature. Recognizing the need to humanize the customer experience early on, a few years ago T-Mobile began using customers’ real names and agents’ initials in customer-related tweets, and last year the agents’ pictures and names were added to tweet replies by linking to a custom web page for each agent. Twitter told Tech Crunch more companies will start using the new feature soon.

While adding a human face to a company tweet may not seem like a big deal, even responding to complaints on Twitter, particularly in the telecom space, can increase goodwill among consumers. Twitter’s own internal research also found customers will pay $17 a month more for their wireless mobile plan if they get a reply from customer service within four minutes. The same customer would only pay $3.52 a month more if they have to wait more than 20 minutes.  

This new feature is one of many Twitter has been rolling out in recent weeks to improve its business-facing customer service offering. Some of the other things it has been launching include making it easier for consumers to reach out to companies via Direct Message, the ability for companies to include a private-message button on their tweets and the ability to display hours in which the company will offer customer support on their profile pages, among other things. 

Want to learn how to invest?

Get a free 10 week email series that will teach you how to start investing.

Delivered twice a week, straight to your inbox.