The idea is that you can send somebody's mobile phone an anonymous message if you are a bit shy (or it is Valentine's Day, for example). The alternative 'masked' SMS allows you to send an SMS from a mate's handset but because you give your own mobile phone number as the 'mask', in theory your own handset should get the reply.
We say 'in theory' because being based outside Australia, it doesn't seem possible to sign up for the service at the moment. First, those wishing to utilise the service have to go onto Beep's Web site first (www.19secret.com.au) and claim to be over 18 and to have read the terms and conditions. Beep then sends you a registration code which enables your mobile phone number send these messages.
If you do manage to get the registration code, you are supposed to text '19 secret' which translates to 19 732 738 if you tap the word secret out on your handset. The INQ assumes that those outside Australia have to add the country code. Anyway, Aussies get charged A $1 (Aussie dollar) per message.
The service is possibly wide open to abuse, but hey it's a free world. Isn't it? µ