The company [UpSNAP] will offer its customers a new way to extend their reach off-line and directly to consumers via text-enabled cell phones under a pay-per-click/call model...Until today, consumers had to pay to find merchants in the cellular world," said Tony Philipp, President and CEO of UpSNAP!. "UpSNAP! reverses this model. Consumers can contact merchants for free, and local merchants can now take advantage of a performance-driven advertising model even without a web presence. LookSmart, with its large base of advertisers and flexible paid listings platform, was the obvious partner to work with to power this advertising service...For the first time, advertisers have a performance-based revenue model via text-messaging on cellular telephones.
The complete news release is available here.