Viber, the free calling and messaging app announced that it as opened its latest social channel, Public Chats in Africa and the Middle East.

The app has over 644 million unique users and public chats enables influential figures throughout the world to “reach local and regional audiences”, reported AFK Insider. They are live discussions allowing “brands, organizations, celebrities, public figures and social influencers” from the region to join Viber’s universal platform.

The app was created by two Israeli-American men, Talmon Marco and Igor Magazinik, in 2010. Six years later and it is reportedly the five most downloaded apps for messaging and calling wrote High Tech Park Belarus.

Mark Hardy, CMO of Viber said, “the Middle East and Africa are important markets for Viber, and we are pleased to welcome local influencers and brands to our Public Chats platform.

“We are sure they will enjoy chatting, commenting and debating live on this active social channel whilst sharing tips, news, and local content to our constantly connected mobile audience across the region.”