A new company called Sonopia is offering a service for brands to customize their own cellphones and wireless service plans.

A new company called Sonopia is offering a service for brands to customize their own cellphones and wireless service plans.

In place of a carrier's brand at the top of the phones, organizations that partner with Sonopia can label the phones with their own logos, and customize the colors. Marketers and hobby groups can then distribute news and entertainment to their customers and loyalists. The back-end billing and technical side of the phone plans is handled by Sonopia, much like credit card companies manage affinity charge card programs for charitable and alumni groups.

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