Food-delivery major Zomato has begun testing a feature that allows customers to voluntarily share their phone numbers with restaurants for marketing and promotional communication, marking a notable shift in how the listed platform manages access to user information.

According to the company, the feature is currently in a limited pilot phase and gives users complete control over whether their contact details are shared.

The announcement comes at a time when Zomato has been engaged in ongoing discussions with the National Restaurant Association of India (NRAI) over giving restaurants more visibility into their own customers — a long-standing demand from the industry and one of the most persistent friction points between restaurants and food-delivery platforms.

“We at Zomato are in the ear

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