Dialing a simple five-digit code into a cell phone may now enable users to receive an instant weather forecast from The Weather Channel or sales information at a local business.

But some are criticizing the system because it allows businesses to access personal mobile phone numbers.

The Cellular Telecommunications and Internet Association (CTIA) announced that businesses could register with NeuStar Inc. beginning Oct. 21 and receive a common short code that the companies can use on promotional materials. The consumer can dial these codes and receive information or promotional materials from the companies through text messaging services.

This enables the company using the short code as a marketing tool to send a message to the consumers' cell phones at any time.

But Thomas Houck, store manager for Immix Wireless, 134 W. College Ave., was unsure if the new technology would become popular because it reveals a customer's cell phone number to businesses.

"I've always appreciated that mobile phones are secure," Houck said.

Houck added that Immix had set up a similar system with WQWK-FM (97.1), where Immix customers could dial *971 to request a song.

Carolyn Todd, Penn State marketing instructor, said this could be a successful marketing tool if it is not abused.

"As long as it is done in a way that the user has control, it will be successful," Todd said. "People should be able to take their number off the list at any time."

According to Federal Communications Commission regulations, phone calls made by an automatic telephone dialing system to cell phones are prohibited. Prerecorded messages to cell phones are also illegal.

Travis Larson, CTIA spokesman, said companies using the short codes would likely not abuse the privilege of having access to consumers' cell phone numbers.

"It's proven to be a success overseas in Europe and Asia," Larson said. "This allows consumers to interact with voting or seeing if you won a prize from the sticker on your McDonald's fries."

Penn State alumnus Jeff Neuman, director of law and policy for NeuStar, added that his company also has regulations for the new short codes.

"We have really specific rules about short codes. We have rules that they may not use the short code for unsolicited messages," Neuman said.

Nicole Linn (senior-French) said the short codes would be successful in certain areas.

"I think weather and sports would be big. Most people would be interested in those," Linn said.

Tom Rogers (junior-English) admitted he probably would not use the technology because of the cost of text messaging.

"I wouldn't do it," Rogers said. "I think it would have degrees of success, though."

Businesses register for the U.S. Common Short Codes online at www.usshortcodes.com. Those registering are required to state the intent of the short codes and how much air traffic is expected with the short code.

As of Tuesday, NeuStar had received 176 registrations.