• WHAT: A nationwide service that delivers a text message to your cell phone when a child is reported missing in your area
• WHY: Because the first three hours after any reported abduction are the most critical in recovering the child - more than 300 children have been recovered with the help of this program
  
• COST: Totally free - participating carriers do not charge for text messages

There is probably little that can describe the horror that a parent would experience if their child was missing.  To think that your toddler, or even your teenager, wandered off during a trip to a mall, an amusement park or a sporting event is terrifying enough - even though there is security everywhere and the likelihood of everything ending well is high.  But to think that your child - at whatever age - has been intentionally abducted, well, the thought makes a parent's blood run colder than virtually anything else they could imagine.

In 2003 the National Center for Missing and Exploited Children joined with the U.S. Department of Justice, the Cellular Telecommunications and Internet Association and the Wireless Foundation to utilize wireless technology in an effort to reduce these events and to contribute to distributing information about the children as quickly as possible using wireless technology.  

I have been involved or associated with the CTIA on one level or another for many years.  At one time I provided the association with a forecasting model that predicted the penetration of cellular service in the United States free of charge, which was distributed to all CTIA members at an annual conference.  At another time, I sued CTIA - and won - when they attempted to use the name "WirelessNOW" just months after I had launched a service using that identical name.  And I've had mixed experiences with wireless carriers, too, having done consulting work for many of the major carrier at one time or another but still suffering - as so many of us do - with lousy coverage using their phones. 

In short, I've got mixed feelings about the associations and the carrier organizations - but there are no mixed feelings involving this service.  The Wireless AMBER Alerts is a shining example of what an association and its members can do for the public good when they put their minds to it.  They are to be congratulated - and appreciated - for organizing and participating in this service.   

The service works simply - you subscribe to the service HERE and specify five zip codes in which you travel.  When a child is reported missing or abducted and law enforcement officials determine that there is a likelihood that the child could be being transported within your designated area you will receive a text message on your cell phone describing the child and, importantly, describing the vehicle - many times with a license plate number - free of charge.  There will be a phone number in the alert (800-THE-LOST) for you to call to report any sightings you might have.  

AMBER alerts detail - click the diagram above to expand

The sign-up process is simple.  Go to the Wireless AMBER Alerts sign-up page HERE and enter your cell phone number and the zip codes for which you'd like to  and some other limited information.   You'll receive a text message confirming your sign-up and won't have to do anything else other than read and help when you can. 

Given the hundreds of things that you can do with your phone, this seems like one of the most important.  Sign up today - how would you feel if you didn't and it turns out you might have been able to help?  It's free, non-intrusive and an easy way to contribute to an essential service.