The company was founded as "Push Button Limited" in 2002 by former executives of BSkyB Sheila Creak, and Paula Byrne and Aly Khalifa (who remains Managing Director).
Prior to setting up Pushbutton, Paula Byrne led the team responsible for delivering interactive applications and services on the Open.... interactive television platform, which subsequently evolved into Sky Active after Sky bought out the other partners in the Open.... venture (BT, Matsushita, and HSBC[1]).
From 2007 to 2010 Pushbutton won some large pitches including work for Disney, National Geographic, Foxtel (Australia), Diagio, Sky, BBC, ITV and Camelot.
Where the phone call is made to a freephone number, the cost of the connection is borne by the providers of the interactive service, rather than by the consumer.
They also completed work for BT Vision, BBC iPlayer, Microsoft Mediaroom, Virgin Interactive and LOVEFiLM (also acquired by Amazon in 2011).