The UK’s Daily Mail (LSE: DMGT) launched an unlimited text messaging service today, aimed at driving consumers to its mobile web portal, reports Marketing Week. The MailTXT service, a joint venture with mobile firm Communigate, must first be downloaded in the form of a Java application onto a consumer’s phone. Text messages sent between MailTXT members anywhere in the world are free.

MailTXT works by connecting to the internet to send and receive messages. To offset any data charges the consumer incurs for the service, the service will credit users half a pence per message which can be redeemed at the Daily Mail’s shopping site MailShop, or used as coupons when buying a newspaper. Messages sent to non-members cost £0.05 per message to any mobile number in the world.

MailTXT plans to add paid for services, such as browsing for news, text alerts, shopping at MailShop and entering competitions. Daily Mail MD Guy Zitter said the MailTXT service gave the newspaper a platform to find out more about its readers, such as they type of content and products they were interested in.