I saw this one on 160characters.org:
Directory assistance service The Number and the company behind the 118 118 brand, is including targetted ads in the text messages it sends out with the search results.
TXT//AD has been launched in the UK by MIVA, an independent Performance Marketing network. The new product enables companies to buy space within 118 118 text messages. Each TXT//AD comprises up to 95 characters of copy and can include phone numbers, URLs, special offers, promotions or advertising straplines.
Used correctly, this could be very efficient for both the customer and the advertiser. I’ll need to try it out soon!
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Peter on 
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