Nowadays, college and university auxiliary services departments are turning to text messaging types of technologies to move a host of programs and offerings into the mobile environment. A July 2007 study by Youth Trends indicated that 95 percent of college freshmen come to school with a cell phone or other handheld device, and 78 percent of them have sent a text message. As these technologies have become increasingly prevalent, institutions have responded accordingly. Today, every school with an eye to the future is investing in mobility. Text messaging, however, seems to be popular for personal matters, but not as an advertising or promotion tool. While there is growing retailer interest in mobile marketing, this tells that retailers need to be relevant to this audience to make it an effective channel to communicate. Students are skeptical about subscribing to text-messaging services because of so many negative experiences being bombarded with junk mail and spam. In order for higher education institutions to move auxiliary services into the mobile environment and make good use of technologies such as short message service (SMS), school officials must understand that no user will tolerate redundant and harassing messaging. Those considering a move into this arena need to formulate a text-messaging strategy that revolves around concise messages, infrequent blasts, and an open invitation to opt out if a service becomes too much.