Patent ID: 7747264

Claim:
A process for inserting an advertisement into a USSD message, the process comprising: identifying a USSD message to be sent by a service provider to a mobile user of a mobile device in response to a request initiated by the mobile user; selecting a specific advertisement to be inserted in the USSD message, wherein the mobile user is a target and intended recipient of the specific advertisement; generating a transcoded advertisement by transcoding the specific advertisement to adapt to a character set of the USSD message; modifying the USSD message by inserting the transcoded advertisement into the USSD message; forwarding the modified USSD message to the mobile user; monitoring the mobile user's response to the modified USSD message, wherein the mobile user's response is sent through the mobile device; and displaying to the mobile user an advertising sub-session when the mobile user elects to view the advertising sub-session in response to the modified USSD message, wherein the advertising sub-session includes at least one of: one or more USSD messages related to the specific advertisement; or one or more USSD responses from the mobile user.