Affle’s short messaging service termed SMS 2.0 claims that it has crossed 100 million impressions in mobile advertising. The service is currently available in alliance with Airtel but the company aims to rope in more operators now.

"The user uptake for SMS 2.0 was unprecedented as the primary focus was to provide quality service to users. They can now send their messages with attractive background colours or emoticons. We look at adding about 10-11 lakh users by the end of the year," said South Asia Executive Director Anuj Kumar.

Affle claims that its SMS 2.0 service is neutral to GSM and CDMA platforms. The SMS 2.0 application enhances the user-friendliness of using messaging services.