UpSNAP! selects LookSmart to sell ad listings on cell phones

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San Francisco—UpSNAP! announced Thursday a partnership with LookSmart to offer FREE 411, a new text messaging advertising model for local and national advertisers.

UpSNAP will provide directory assistance to users for free, instead of the usual $1.25 they are charged to dial 411 on their cell phones. In return, the user agrees to receive a text message from a participating marketer on their text-enabled cell phone. UpSNAP provides the numbers using White Pages and Yellow Pages listings.

When mobile users request a phone number, they’ll receive that information as well as a text ad from a marketer. If they select the text ad, it automatically connects a call from the merchant to the user.

The agreement enables search engine LookSmart to provide its advertisers with a way to extend their reach offline via cell phones in a pay-per-call model while it gives UpSNAP! access to LookSmart’s advertiser base.

—Carol Krol

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