Can Frengo be flirting with success?

Since the provider of social mobile services introduced Frengo Flirtable Mobile and its extended Facebook Mobile Toolkit last month, it has already attracted more than 2 million users and is generating 10 million-plus page views daily.

"We have been building viral applications on Facebook and we understand what makes people share them," said Frengo CEO Mahi de Silva. "We have also been leveraging applications through cross-selling and promotions.

"I would also say we were actually surprised at how fast we built 2 million users," he said. "Our application is innocent, as opposed to, let's say, a hot or not application, which tells all your friends who you rated hot or not. Ours is more one-on-one and it's private so you may be active but it does not disclose much. It's a double-blind experience."

As it's designed, Frengo Flirtable Mobile allows users to profile pictures, chat and send gifts and alerts for social events directly from a mobile phone.

Frengo provides integrated Web and mobile services to more than 7 million people through channels including popular social networking site Facebook. It is integrated with the major wireless carriers nationwide and a growing number of them overseas.

An independent mobile application on Facebook, Frengo Flirtable is listed as a top 25 application out of more than 11,000 applications currently on Facebook. Frengo has also extended its Mobile Toolkit, which already powers several top mobile services on Facebook.

"I think its building on top of the energy of Facebook," Mr. de Silva said. "I think what helps with the mobile component is it allows you to be engaged even when you are away.

"You may get an SMS alert that you're flirtable, so it's a 24/7 experience and that immediacy is what makes it attractive," he said. "College students have a lot of down time like when they are on the train, bus or waiting for class. They can just take their phone out and use the application. It's ease of access that drives the mobile aspect."

As individuals continue to engage in online social activities, mobile phones are increasingly used to stay in the know at all times, especially when away from the computer.

According to Frengo, this is especially true for people ages 16-25, who want to stay in touch with their entire social circle, including existing friends or new friends, anywhere and anytime.

"I think the implication here is that other companies will be more invested in building these types of services, since there is a proven interest and demand," Mr. de Silva said.