The UK's fifth largest mobile phone operator is turning to adult entertainment to boost its flaccid fortunes.
While analysts predict hard times ahead for the mobile market, Virgin Mobile will use Valentine's Day to penetrate a new revenue stream.
The new service will allow registered users to send anonymous saucy text messages to others looking for love, or just a bit of fun.
Aimed at matching like-minded individuals the service allows SMS text to be exchanged with five other users.
Virgin is keen to push the service as "cheeky fun", but it underlies a more serious attempt by the mobile operator to thrust itself into a new market position.
The announcement comes on the back of an earlier decision to offer more entertainment services throughout the year, including a gambling service with bookmaker William Hill.
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