BtoB Online: UpSNAP! selects LookSmart to sell ad listings on cell phones

LookSmart developed a joint venture with UpSnap to offer free mobile telephone directory assistance in exchange users allowing advertisers to send them text messages. Mobile phone users can look up the "Free 411" service and get phone numbers at no cost, but they must agree to allow an advertiser to later send them a text message. Typically directory assistance services charge about a dollar per number, although web-enabled phones can gain access to the many websites that provide this information at no cost in exchange for display advertising.