TCS is enhancing SMS capabilities by adding LBS messaging to its portfolio. The company, which claims it handles 30 percent of U.S. messaging traffic, now supports banner ads in text messaging. Wireless carriers can establish co-marketing agreements with organizations that want to market directly to consumers. "This is a marketing tool for operators," said Tim Lorello, senior vice president of sales and CMO for TCS in an interview with FierceWireless. The company ensures that the advertising is opt-in and also adds anti-spam protections. However, Lorello adds that the company is not trying to be a brand aggregator. "We will work on behalf of brand aggregators."