often means lots of “where r u?” text messages or phone calls with so much background noise it’s impossible to hear the response. For consumers looking for an easy and fun way to find their friends, Useful Networks introduces sniff™ (Social Network Integrated Friend Finder), the latest in location-based systems with social networking integration.

sniff is a permission-based application that lets consumers locate their close friends in real-time, automatically, anytime and anywhere with their mobile phone or from Facebook. Additionally, sniff is the first ever Facebook application to automatically locate friends in real-time using mobile location technology. With seamless Facebook integration, finding friends is just a few clicks away.

Once consumers receive permission from their friends, using sniff is as simple as sending an SMS text message. sniff provides consumers with a detailed map view of their friends’ locations – making meeting up easier than ever before. sniff is already wildly popular in Sweden with over 80,000 users since its recent launch and growing rapidly.

“There is inherent value in allowing your close friends and family to know where you are, but only when you want them to,” said Useful Networks CEO Brian Levin. “Friends can now ‘sniff’ each other out easily and quickly – that is, if they want to be found. You can easily become ‘invisible’ if you’d rather not be ‘sniffed’ out.’”

Privacy is the most important aspect of sniff – the user is always in complete control of who can locate them, and when. The sniff privacy model is based on the fundamental principles of user notice and consent. sniff has varying levels of privacy so each user can determine if they want to be found and by whom. sniff also provides multiple confirmation notices to new users reminding them they have joined the sniff network so all users are aware of their status and permission levels.

“We are very mindful of our users’ privacy,” commented Levin. “With varying permission levels, sniff allows consumers to manage if, when and how their location information is shared with other parties. In addition, users have the ability to set-up notifications via SMS of key events such as being located or invited by another user to be part of the sniff network.”

sniff’s popularity is largely due to providing consistent coverage and user experience across mobile carriers and handsets. “Users don’t know what mobile carriers or phone models their friends have, nor should they have to,” added Levin. “With sniff, any user with a text messaging plan can sniff their friends.”

sniff and its companion Facebook application are currently launched across mobile carriers in Sweden and Denmark, and will launch in the United Kingdom next month. The U.K. has the largest and most engaged Facebook population in the world with over 8.5 million users – 2.2 million in London alone. sniff will be available through four of the largest U.K. carriers – covering over 65 million subscribers.

Through the sniff Facebook application, consumers can easily invite, connect with, and sniff their Facebook friends. Registration for sniff is free and “sniffing out” friends is charged on a “per sniff” basis. Billing is seamless, as sniff is the first Facebook application to apply premium charges to customers’ mobile bills. Standard text messaging rates apply.

sniff will be released on major wireless carriers in the United States, Canada, and France in the coming months.

Information Source:    Business Wire