A method of selecting a recipient of a store-and-forward message on the basis of data identifying access to previously transmitted messages, said message being one of an SMS, MMS or WAP message, and comprising content data (501, 503) for display within a display area of a receiving mobile terminal and control data comprising data indicative of a user selectable portion within the display area, the method comprising: receiving content data having one of a plurality of different types for use in creating a said message; identifying (S6.1) attributes of the received content data; querying (S6.3, S6.5) a database for previously transmitted messages having content with one or more attributes which match the identified attributes of the received content data; generating (S6.7) a list of content identifiers corresponding to said previously transmitted messages having content with one or more attributes which match the identified attributes of the received content data, said list being ranked in accordance with the correlation between the attributes of the content in said previously transmitted messages and the identified attributes of the received content data; accessing (S6.9) tracking data corresponding to the previously transmitted messages in said list containing content data of a given type, the tracking data being indicative of selection of a said user selectable portion upon display thereof at a said receiving mobile terminal; and selecting a recipient of the message on the basis of the received content data and the tracking data, wherein the control data associated with the user selectable portion comprises instructions for the receiving mobile terminal, said instructions causing the receiving mobile terminal to transmit a response message upon selection of the user selectable portion by the recipient, said response message being used to update tracking data for the previously transmitted message, and wherein the tracking data is updated on the basis of data identifying the receiving mobile terminal, said data identifying the receiving mobile terminal having been derived from the response message. receiving content data having one of a plurality of different types for use in creating a said message; identifying (S6.1) attributes of the received content data; querying (S6.3, S6.5) a database for previously transmitted messages having content with one or more attributes which match the identified attributes of the received content data; generating (S6.7) a list of content identifiers corresponding to said previously transmitted messages having content with one or more attributes which match the identified attributes of the received content data, said list being ranked in accordance with the correlation between the attributes of the content in said previously transmitted messages and the identified attributes of the received content data; accessing (S6.9) tracking data corresponding to the previously transmitted messages in said list containing content data of a given type, the tracking data being indicative of selection of a said user selectable portion upon display thereof at a said receiving mobile terminal; and selecting a recipient of the message on the basis of the received content data and the tracking data, wherein the control data associated with the user selectable portion comprises instructions for the receiving mobile terminal, said instructions causing the receiving mobile terminal to transmit a response message upon selection of the user selectable portion by the recipient, said response message being used to update tracking data for the previously transmitted message, and wherein the tracking data is updated on the basis of data identifying the receiving mobile terminal, said data identifying the receiving mobile terminal having been derived from the response message.