Virgin sells mobile phone sex

January 21, 2002 Posted: 1356 GMT

LONDON (CNN) -- Richard Branson's Virgin Mobile plans to launch a range of adult services on Valentine's Day.

Virgin's 'Flirt Alert' service will let mobile users send "hot" or "fun" anonymous text messages. Users can flirt and tease up to five people at a time but first need to register.

But the services have raised concerns among organisations working for the protection of children and teenagers, who are increasingly using text over voice communication. Text messages cost on average about 7 pence each to send, while a phone call can cost 12 pence to 30 pence a minute. 

"It could also prove to be a fertile hunting ground for paedophiles who would prey on vulnerable youngsters," Lorna Madden of the Evangelical Alliance UK, which represents over one million Christians, told CNN.

"As there are no safeguards in place to protect users we would urge Virgin to go back to the drawing board and think again."

Virgin told CNN that people sending obscene messages will be barred from the service and users can block unwanted messages. The company also plans to launch gambling services with bookmaker William Hills.

Virgin admits its 1.5 million customers in the UK can currently send text messages to each other without registering with its service but says its new initiative will match like minded individuals.

"The Flirt Alert service is a bit of fun," said Nick White, head of ViginXtras, which is developing the service.

"By using our new service, customers can find a like minded individual to flirt with at any time of the day or night, instead of sending a drunken text at three o'clock in the morning to an ex-lover or even work colleagues."

The mobile entertainment market is forecast to be worth £2 billion ($2.9 billion) by 2006, according to Jupiter MMXI. A large proportion of that is expected to be generated by adult content, gaming and gambling.