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Updated Orange has launched a new advertising platform, aimed at advertisers wanting to exploit customers on its Monkey tariff, using technology inherited from Blyk.

"Orange Shots" is based on the platform developed by Blyk for the latter's advertising-supported free-calls service, the UK part of which was hosted by Orange until it went titsup in July. Orange has developed the concept from one entirely supported by pushing out SMS and MMS adverts to customers, to one which does that in addition to charging customers in the usual way.

Initially the service will only hit the 100,000 Orange customers on its pre-paid "Monkey" tariff, and promises conversion rates (that is - responses from those receiving the ads) of up to 39 per cent. Orange promises to expand the service to the rest of its customer base as quickly as it can.

Orange customers will, no-doubt, be delighted to hear that advertisers will be getting "an opportunity to build an engaging and enduring relationship with customers as they get to know more about their profiles and interests", not to mention that "customers [will be] happy to hear from them". If you're not going to be happy to hear from them then you could probably opt out: we asked Orange how one would go about opting out but they've not got back to us yet.

The platform launches in February, so if you're a Monkey and want access to "exclusive, interactive content and offers" then you're in luck. If you'd prefer advertisers stuck to billboards and posters then you'll need to let Orange know. ®

Update: Orange tell us that the service will, initially, be offered to new Monkeys only, who will be able to opt out at any time by contacting customer services or sending a "STOP" message - though they'll lose access to the "exclusive content and offers" obviously.

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