Twitter has launched its new feature known as “Fast Follow” that makes it effortless to follow anyone through SMS, even if you are not using Twitter.

To use this feature you will require a “follow [username]” to twitter short code of 40404. From there, you’ll start getting all of that user’s updates through text message.

Twitter seems to envisage Fast Follow being used fundamentally in publicity. The company persuades people to, “Try this new feature next time they see a Twitter @username at a, on a billboard or on TV, restaurant or store or if you listen to one said on the radio.”

While a reasonably easy feature, it’s a fascinating twist that could finally bring Twitter to the tens of millions of passive users who seldom consume tweets from their preferred people or brands but don’t worry to tweet themselves. Basically, the service can basically act as a text message-based bulletin of sorts.

Twitter’s blog has some more particulars on this new feature and a few other text message features being made accessible with the service.