A system for personalizing interactive services provided to users of voice and data enabled communications devices, including users of SMS, MMS and WAP enabled communications devices. The system is designed to access source information associated with a particular requester for a service and to map the source information to personalization information associated with a user of the system. The source information is extracted in various embodiments from different types of communications channels. The personalization information is employed by the system to influence the behavior of the system while providing an interactive service to the user.