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!
CUSTOMERS ARE PAYING IN CALL TIME, TO BE OFFERED THIS SERVICE AT VERY LITTLE BENEFIT TO THEM . IT IS JUST ANOTHER RIP OFF AT THE CUSTOMERS OWN EXPENSE, WHILE THE COMPANY MAKES EVEN MORE MONEY WITHOUT PASSING ANY OF IT ON TO THEIR STAFF WHO HAVE THE UNENVIABLE JOB OF ASKING THE CUSTOMER IF THEY WANT IT. AS THIS ONLY EFFECTS MOBILE CUSTOMERS THE TIME TAKEN TO ASK AND THEN PROCESS THESE CALLS. IS ALTHOUGH INDIVIDUALLY QUITE SMALL AMOUNTS TO QUITE LARGE SUMS WHEN THE NUMBER OF CALLS EFFECTED IS HUGE