A network device, method, and apparatus are directed towards intercepting a message, such as an SMS, EMS, MMS message, email message, or the like, from a source device directed towards a mobile device. The intercepted message's contents are analyzed. In addition, a mobile user profile is determined from characteristics of the mobile device and tracked usage of a mobile user of the mobile device. An actionable event may then be inserted into the intercepted message based, in part, on the analysis and the mobile user profile. The modified message is then provided to the mobile device, where the mobile user may select the actionable event to receive non-requested content.