Bauer, a U.K. media company, is utilizing a classified ad platform in which users can text in their ads and send MMS photos. The platform is being used by Magic 105.4 and Magic Digital. It is a partnership of Mobiya, which processes the ads, and Oodle, which adds the ads to its broad base of classified listings and also white labels the Magic Local service on the Web. The service is free to users except for any fees associated with texting.
Text ads are being provided in the states by SMS Pal, which charges 99 cents per ad, with billing handled via telecom providers.