Google is testing a new ad format that delivers brand offers and updates to consumers’ phones via text message. The company is enabling users to subscribe to a Google service that tailors promotional messages to products they’re interested in.

Once the user subscribes, Google says their phone numbers will remain private and they’ll be able to opt out.

Here’s what the ads and messages look like:

“Let’s say, for example, that a consumer searches for ‘black friday deals’ and subscribes from the ad below,” says Google in a Google+ update. “They can now receive text messages from Google on their mobile device showcasing relevant offers from a variety of retailers. Consumers can choose from a variety of product categories including computers, phones and gaming consoles.”

Users can also text JOIN to one of the following numbers to subscribe to deals:

For Black Friday – 847-904-0608
For Cyber Monday – 847-906-8958
For Holiday deals – 847-904-0596

Images via Google