In accordance with one or more aspects of the content-based advertising in mobile messaging, a message is received from a first mobile device, the received message targeting a second mobile device. One or more advertisements to associate with the message are identified based at least in part on content in the message. Both the message and the one or more advertisements are sent to the second mobile device. The second mobile device receives both the mobile message and the associated one or more advertisements, and displays both the mobile message and the one or more associated advertisements on the mobile device.