Targeted Advertiser Supported Text Based Messaging; Strong Potential

I found this article regarding, http://adage.com/digital/article?article_id=134568, H&R Block's use of text messaging service ChaCha, as supported text based tax answers as an interesting way a brick and mortar/software shop and a text based service, sponsored by very targeted ads, as a way to approach a new audience and even more targeted, the younger market which H&R blok hopes to gain as consumers for life. H&R Block has paired up with ChaCha, a text messaging service answer service, possibly a competitor to Google411, to answer tax questions for people through texts. The approach is a novel way to engage consumers who are just starting to begin doing their own taxes. I also think it is a very interesting ad campaign as it selectively target an audience already soliciting advice. As the article mentions, users are texting in questions on tax issues, thus H&R Block has an active, tax-focused audience. As written in the article:
ChaCha lets users call in or text tax questions, then sends them responses via text, along with H&R Block ads inviting them to access tax-prep services gratis.

The ad campaign is already seeing benefits:
ChaCha plans to deliver more than 2.8 million impressions between now and April 15 and is seeing a 3% response rate to the H&R Block ads. It expects the opt-in rate to grow as the tax-filing deadline approaches.

I think it will be interesting to see how this campaign progresses and I hope some financials are disclosed to see how the campaign was structured in terms of ChaCha and H&R blocks contract. Currently, someone is paid 10 to 15 cents by ChaCha for each answer. I'm curious if this is being done on a CPM or CPC basis, but the idea of using text based messaging with an ad may yield to be a very lucrative business.