When a person texts in to your campaign, you capture their number. Period. However, the more creative you are, the more specific your mobile lists can be. For example, allowing someone to text in and respond to a LUNCH special if you are a restaurant, and also creating a campaign for DINNER, you can determine people that work near you or people that live near you and frequent you in the evening. By utilizing unique zip code campaigns you can determine where your clients are coming from, and of course someone texting in to win a new SUV is going to be a different customer than a person texting in to win a new HYBRID.