The ubiquitous nature of cell phones makes them an ideal advertising vehicle. While the popular press touts the benefits of wireless advertising messages (WAM), few marketing researchers have addressed this advertising innovation. Media uses and gratifications theory is used to study consumers' perceptions of WAM. Data from in-depth interviews indicate that usage is motivated by process, socialization, and content needs. Informants perceived WAM as a way to stay "in the know," build relationships with companies, and feel part of an "in-group." Few would pay for WAM, however, and most would discontinue usage if companies sent unsolicited messages. We theorize about two potential barriers to adoption: social costs and monetary costs. Our interpretations of these behaviors are enfolded with theoretical and managerial implications.