Telefoongids.nl recently has started its beta version of its own chat bot, named Finnu. Who adds msn@detelefoongids.nl to his contact list in Windows Live Messenger (still consequently called by its old name, MSN Messenger) can search for companies, services and people in a typed dialogue, and call them in one click. Telefoongids is the first guidebook in the Netherlands working with a chat bot (tc, Dutch). Brands have more and more dialogues with their customers. Now through a typed dialogue on the computer, more and more often through Instant Messaging on the mobile phone, and after that we will be able to talk to Finnu. If Telefoongids becomes a social coaching brand we will say: "Finnu..." "Hi Erwin!"; "call John for me please"; and John will be called. No matter if John is on our contact list, or has to be found somewhere else: that doesn't matter to the consumer. As long as he gets called. This is a small step in that direction.