Abstract: A communication system, the system including: (i) a first network interface for communicating with a remote system over a network, wherein the first network interface is configured to: (a) receive a conversation initiation request generated in response to an interaction with a conversation trigger that is included in a web page that is displayed at a remote system; wherein the conversation initiation request includes context metadata that pertains to content of the web-page; and (b) provide to the remote system a communication widget that is configured in response to the context metadata; and (ii) a management unit, configured to initiate a communication session between the communication widget and a recipient, for transmitting conversation signals between the remote system and the recipient.