Everything's for sale, including that text you just got. Yell, the international directories service, has just introduced a sponsored text message service for its 118 24 7 information hotline.
Advertisers will be able to purchase up to 90 words to add to text messages sent to 118 24 7 callers, so long as their provided services are relevant to the caller's search.
Practically speaking, for every travel agent you get the contact details for, some purveyor of a related service, like car rental, will probably have paid to have their blurb, phone number and even live mobile link tacked to the bottom of the message.
From an advertising point of view, the service enables sophisticated SMS campaigns that can be tailored to fit changing promotional needs, allowing advertisers in particular regions, and even at particular times of the day.
The service is enabled by technology from Call Genie, provider of local mobile search and advertising solutions.