The embodiments herein relate to a method in a UE (201) and a method in an application server (205) for allowing a user of the UE (201) to control the type of service messages to receive and also control what type of content is of interest for the user. The method in the UE (201) comprises: establishing a session with the application server (205); transmitting a message to said application server (205), wherein the message includes user preferences relating to services or campaigns that the user of the UE (201) is interested in; and (107, 109) receiving at least one Application-to-Person, A2P, message including information on said services or campaigns that fulfil the requirements of the user in accordance with the user preferences.