Verizon Wireless has floated the idea of charging media companies three cents per message that they send to Verizon Wireless subscribers – on top of the message reception costs subscribers are already paying. This would certainly put a crimp in the most straightforward plans to monetize text messaging, and to use it for general marketing where getting a general handle on ROI would be tricky. Seems like in the long run such a plan could hurt subscribers (who are, as I said, already paying to recieve their text messages) by reducing the amount of content they can receive. I imagine for some publishers, added cost may mean the difference between offering SMS updates and not. After a backlash from media companies, Verizon seems to have backed off the plan for now.