Radio “Pilot” has been provided with federal number +7 908 53 88 888, which is obviously easy to remember and easy to pronounce. In a short while, “Pilot’s” employees said they never expected such a significant growth of SMS messages sent to on-air radio shows. Thus, they decided to use the service not only for “Morning Talk Show” which is on-air every morning, but also for off-air quizzes and contests. It should be mentioned that “Pilot’s” air-masters (i.e. DJ’s) learned how to use the system and became true experts in the service programming very fast. They do everything themselves. Indeed, the service is very easy to use even for people having no programming skills. The service has been in operation since 2006.