A location-aware device operated by a first user allows the first user to request a custom notification from a second user upon the occurrence of a custom notification event specified by the first user. The custom notifications can be sent automatically from the second user's device in a text message session, e-mail thread, as an automated telephone message or by using any other available communication mode. In some implementations, the first user can request receipt of a custom notification upon occurrence of a custom notification event that is related to a POI specified by the first user.