Lewis Capaldi seemed to share his personal contact information on Sunday evening, leaving fans bewildered.
The 26-year-old Scottish singer, who boasts 5.7million followers on Instagram and 1.4million on Twitter, posted an image of an iPhone with a mobile number under his name.
Lewis didn't caption his posts and turned comments off, with fans soon going into overdrive.
"What is happening here," one confused fan tweeted. Another questioned: "Did he really just?"
All was revealed when some of his followers called the number to see who was at the other end.
One person shared a video of their attempt as they were met with an automated message from the star asking fans to go out and buy his new single Pointless.
"Hello there, it’s Lewis Capaldi here, just wanna say thank you for listening to Pointless this week.
"When you get off this call you’ll have a text to give my new song a download or to buy the CD. Downloading on iTunes and Amazon really helps, as does getting one of the signed CDs," he said.
Lewis cheekily finished his message by saying: "So, go buy it now because my label are demanding yet another number one single. Let me tell you guys, I don’t know if I’ve got it in me.
"So, give me your money and I will, in return, give you my body and soul."
Callers then received a text with a link to buy and stream Lewis' new single.
"Its your favourite handsome celeb Lewis Capaldi, buy 'Pointless' & send me a screenshot for clear skin," the message read.
Pointless is the star's follow up to Forget Me, the lead single of his upcoming second album, Broken by Desire to Be Heavenly Sent.
The Someone You Loved hitmaker began working on music for his new album with Snow Patrol star Johnny McDaid and producer Steve Mac.
His collaborators offered up the opening line of a track they had started writing with musician pal Ed Sheeran, but it had never seen the light of day.
Lewis described the lyrics as "banging" and went on to write Pointless around that line.
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