Greetings card giant Hallmark is making sure romance will be ringing out round Bradford with their new mobile phone picture messaging service launched in time for Valentine's Day.

The company, which amalgamated its operations at a new multi-million pound state-of-the-art complex in Cottingley last year, is encouraging couples to improve their text life with the service designed to put loved ones in the picture.

A flirtatious wink or 'mmmmm sexy!' shows affection, while horny devils and lovey dovey hearts guarantee to ignite the sparks of passion.

And for those wanting to cool off an undesirable admirer, the picture of someone washing their hair will guarantee they get the message!

But will this trendy message sending service replace the humble card which has been a symbol of expression for generations?

Not according to a Hallmark spokeswoman who believes the company is giving busy customers more options.

She said: "I think the reason why Hallmark has gone for this in a big way is because we have got so much heritage in the sending of emotions and communication with people, it is nice to give them more than one way of sending messages."

With three quarters of a billion text messages sent daily in Britain, she said they also felt the need to tap into a growing trend, particularly in the run-up to Valentine's Day.

And there is the 22m Valentine cards being sent that allows Hallmark to focus on its more traditional business.

But since its recent launch, the new text service is already proving a success, particularly with teenagers and those in their 20s.

"So far we have had a good response, particularly with youths, but I think Valentine's Day and the lead up to it will be when we see the big push for it," said the spokeswoman.

To select a picture message log on to hallmarkhiya.co.uk, choose your favourite, phone the order line, and once you receive it, add your personal greeting. Calls cost 75p a minute for picture greetings - average call two minutes.