Outspoken, a B2C mobile messaging company, announced the expansion of its mobile marketing platform to support Apple's Passbook application.

According to a news release, Outspoken's clients will now be able to send passes, including coupons, gift cards, boarding passes and more, directly to their mobile customers via an MMS or SMS text message. The company says this is the first end-to-end Passbook integration that uses SMS and MMS mobile messaging to deliver and import Passbook passes.

Passbook is a mobile application, available on all new and the majority of existing iPhones, that stores personal items like airline boarding passes, coupons, movie tickets, loyalty cards and gift cards, while also allowing users to access and redeem these passes from one location on their smartphone. Passbook is often customized by location, so the pass will dynamically open up on the device when a consumer arrives at the relevant location (i.e., a boarding pass will appear upon arrival at the airport).

"Passbook's rapid growth demonstrates that consumers want to receive valuable offers and store useful information, like boarding passes and loyalty cards, on their mobile devices," said James Citron, president of Outspoken. "Merchants can now reach all of their customers with Passbook offers because passes can now be delivered via Outspoken's SMS and MMS messaging platform, which reaches 98 percent of United States consumers."

Outspoken's Passbook works via MMS and SMS messaging and across both iOS and non-iOS devices with Passbook wallet applications installed. The platform does not require a specific application download by a consumer. For brands, this provides more reach in the market and a seamless way to integrate Passbook into existing mobile marketing campaigns, the release said.