Ten UK charities have been chosen to benefit from the UK's first instant-win, interactive lottery.
Operated by Alladdin Lotteries and T-Mobile, the Mobile Lottery will donate 20p to good causes for every £1 ticket sold. Beneficiaries include Cancer Research UK and The Children's Society.
Money will be allocated to charities on a rotation basis to ensure equal distribution of the funds. Players will be told which of the 10 charities will receive the money each time they buy a ticket.
The new lottery operator, the first direct competitor to Camelot's instant-win scratchcards, offers three online games, Slotto, Dealite and Blingo.
"We are confident that we will take the British lottery market by storm and crack the Camelot monopoly," said Charles Cohen, co-founder and chief executive of The Mobile Lottery. "The logic is clear - people love playing the lottery and the nation loves their mobile phones. This will energise the mobile gaming market and boost charitable giving."
T-Mobile customers can sign up through 't-zones' service and customers of other UK networks can play by registering via text message. Players, who must be over 16 and own a credit card, can win a cash prize of up to £1,000.