As anticipated, late last week PayPal officially launched a mobile payment system that will likely open up all manner of possibilities for marketers and media, reports ClickZ. Bravo TV, for one, is already using the service to sell merchandise related to programming.

PayPal Mobile's "Text to Buy" allows users to purchase items, transfer money or make charitable donations by text-messaging product/service codes directly to PayPal. Users must register their phone numbers and choose a PIN - and can then conduct transactions and respond to calls-to-action in print, TV and other media.

Merchants can ship purchased items to the buyer's address on file with PayPal. Participating charities include Amnesty International, Starlight Starbright and UNICEF.