of a collect call, which callme in some ways replicates. As I have noted, in Jamaica it is expected, rather than rejected, that relationships are seen as having value that is commensurate with monetary value, and as such the mobile phone fits well within, rather than disrupts the bringing together of these two concepts of value, the measured and the intimate. One of the most popular anthropological concepts to be adopted by non-anthropologists undertaking sociological analysis is the concept of the gift and its associated principle of reciprocity as originally analysed by Mauss (Mauss 1954, Godelier 1999, Strathern 1988). For example it was recently applied to the analysis of phone usage by Taylor and Harper (2003). We spent considerable time and effort examining the consequences of callme , which we assumed would result in some sense of reciprocity and fairness akin to traditional anthropological treatments of the gift and reciprocity. But the evidence did not support our interpretation. Certainly we could find quotes that suggested a negative attitude towards the use of callme , particularly in terms of men's attempts to use this with women that they may be interested in. As an attractive young woman describes one of the men saved in her phone who sent her a callme text, "I think it was really cheap of him, if you want to talk to me, buy some credit simple as that. Basically I just don't like the idea, and sometimes it's not even important when you do call them