Missed calls have been adopted as a method of mobile permission marketing, known as missed call marketing (MCM).[12] MCM campaigns take advantage of how cellular providers may offer unlimited incoming calls and text messages: advertisements contain an instruction for customers to place a missed call at a specific number.[4] The number may be configured to automatically hang up on the caller when dialed.[3] The number then calls or texts back with supplemental content, such as product information, offers, or sponsored celebrity messages.