More than 45 firms have applied for codes to set up a new text messaging system which will enable consumers to access a range of services, such as dating and goal alerts, on their mobiles.

The system is expected to generate millions of euros in revenue for service providers and will compete against existing WAP services, which have so far failed to catch the imagination of users. Companies granted the numbers will not have to pay any money to the Exchequer to operate the service.

The demand for certain numbers is expected to be so high that these numbers will be allocated to operators using a lottery system.

The "value added text messaging service" will work by enabling mobile phone users to type short five digit codes into their mobiles to receive different types of service via a text message.

These services will range from downloading ringtones, games, dating services, sports results and weather information. It will also include text message services such as gambling and potentially pornography in the future.

It is understood some firms are already offering explicit material to mobile phone users in the Japanese market. Content services here will be regulated by Regtel, an independent regulator of content and promotion of premium rate telecoms services.

Mr Pat Breen, deputy regulator of Regtel, told The Irish Times yesterday the new services would have to pass Regtel's code of practice and no explicit material would be allowed here.

Dublin-based firm mPerium said yesterday it was working on a short code service for Concern. This would enable mobile users to donate cash via text to individual campaigns launched by the charity.

The cost of short code text services will range from about 77 cents per text message, up to a rate for so-called "adult" services which is likely to be about €1.50 per message.

Service providers and operators had until close of business yesterday to apply for codes, which will all begin with the prefix 5, from the telecoms regulator.

Almost 10,000 codes are available under the system but those which are easily memorised by the public are expected to be more popular.

Therefore, the regulator will hold a lottery next Monday to allocate any short codes for which more than one firm has applied.

It is understood the three Irish mobile operators all applied for a tranche of codes under the system, but the majority of applicants are content providers.