Advertising through text messaging (SMS) looks set to gain an extra dimension with the unveiling of a new service by a British-based company founded by two Irish graduates.

Rtn2Sndr, a start-up founded by advertising graduates Mr Donald Douglas and Mr Mark Mulhern, has introduced a new text messaging service designed for use by Irish advertisers and marketing companies. Described as a "user-initiated" communication medium, the company's technology enables advertisers to print a mobile number that customers can text with their name and address to obtain more information, such as a brochure, a reminder alert or a discount voucher.

The Republic will be the inaugural market for the service, which will begin with a campaign on May 21st through TDI Media. Both Mr Mulhern and Mr Douglas are graduates of the DIT Masters course in advertising.

Rtn2Snder is a direct offshoot of contactdetails.com, a global supplier of address-book and PIM solutions for business, and which also powers the Rtn2Sndr technology. According to Mr Mulhern, Rtn2Sndr's service represents an example of a "trickle-up" medium as opposed to a "trickle-down" one in that it is different from the kind of SMS marketing communications that send unsolicited ads, sales promotions and competitions to SMS users.

For example, a mobile SMS user who spots a poster advertising an interesting TV programme on Network 2 to be broadcast later in the week could dial a Rtn2Sndr number and receive a reminder just before the programme is scheduled to be shown, says Mr Mulhern. He says SMS is ideal as a feedback channel as it is "private, spontaneous, and instant".

Although still very much a youth medium, the company believes there is untapped business potential in text messaging. The Republic is said to have one of the highest rates of text messaging per head in the world.

The privately-funded company has been meeting Eircell and Esat this week to discuss potential network partnerships.