The Daily Mail has launched a new mobile phone service that, after connecting mobile phones to the Internet momentarily, allows them to send an unlimited number of free text messages to anyone on the system.

The MailTXT system requires readers to download a Java application to their phones, but there is no contractual requirement, and no subscription fee, Brand Republic reported Monday.

The Daily Mail hopes the service will lead to more readers accessing its mobile Web portal, which would allow the newspaper to build its mobile brand and mobile readership, while also gathering information about readers, according to Brand Republic.

Those using MailTXT will receive a 0.5 pence credit for every free text sent and received, in order to offset any fees mobile phone operators may charge for transferring data online via their mobiles. The credits will only be paid back once a year, beginning in February 2009. In the future, The Daily Mail plans to include premium, paid-for services on its mobile portal, such as browsing top news, receiving information alerts, shopping and promotional services, Brand Republic reported.

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