While most celebrities go to great lengths to keep their personal information under lock and key, Hollywood actor Ashton Kutcher has chosen to do just the opposite.
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To the disbelief of fans, Kutcher tweeted his real phone number out to his 18 million followers on Tuesday, before later deleting the social media post.
"I miss having a real connection w/ real people. My Community," he wrote.
"From now on you can just text me. I won't be able to respond to everyone but at least we can be real w/ each other & I can share the unedited latest & greatest in my world."
The That '70s Show star included his phone number along with a reassurance he wasn't punking any one.
"+1 (319) 519-0576 Yes this is my#" he added.
The tweet also featured a gif of Kutcher giving a speech at an awards show, saying: "you are the fabric of who we are, and we love you!"
Those who took advantage of the new celebrity contact in their phone began sharing Kutcher's responses to their texts online, which all began as an automated message.
"Alright so I'm definitely not going to be able to respond to every one of your questions but love hearing from you," one message read.
"I'm on the set of The Ranch right now. Will send updates soon. Have the best damn day you can!"
The texts also asked people to sign up to a mailing list linked with a new messaging service called "Community," according to Mashable - a name which Kutcher did hint at in his original tweet.
So while Kutcher claims to be looking for "a real connection", there certainly appears to be an advertorial element to his latest idea. He is a technology start-up investor, after all.
At least one genuine personalised response has been shared on Twitter, however. Kutcher replied simply "Bear down" in response to a fan who texted "Go Bears" about the Chicago football team.
While it's unclear exactly why Kutcher took down the tweet, he did promise to "repost soon," calling SMS text messaging a "fragile beast".