Ingenio, Inc., a provider of pay-per-call advertising, and UpSNAP, Inc., a mobile search company, announced a partnership that will integrate the two companies' technologies.

The deal will enable Ingenio advertisers to reach mobile consumers via UpSNAP's free 411 text messaging service.

"We see pay-per-call advertising poised for significant growth, especially in the context of mobile and local search-based advertising," says Tony Philipp, CEO of UpSNAP. "By partnering with Ingenio, we can optimize our mobile search technology to deliver consumers fast, free access to more of the kind of local information they're looking for -- be it a hotel, florist or pizza joint -- in a format that is accessible by virtually all mobile devices."

To connect with the Ingenio advertiser, consumers click on the phone number provided to initiate the call. The UpSNAP service is free to consumers; individuals only pay their carrier the cost of sending a text message. Advertisers are only charged if a consumer calls them as a result of the ad.