Mark Curtis, Flirtomatic's managing director, said the service has signed advertisers including 20th Century Fox, Volvo and Yell.com to its WAP site. Instead of being charged at the point of entry, mobile users are encouraged to sign up to value-added services. Curtis plans to roll out a new premium service every two weeks.
He has also employed mobile sales house 4th Screen Media to work alongside Screen Tonic to develop mobile ad inventory.
Sky Media sells ads on Flirtomatic's website.