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Zoove, the Palo Alto start-up that wants to connect mobile phone users with advertisers, has come up with a new way to text.

Mobile phone users dial “**” and then a short keyword, such as “CAR” when they see a billboard or magazine advertisement with a cool car. Obviously, only one car company can advertise via Zoove with the world “CAR,” so the keywords will have to vary quite a bit. But the point is that the “**” will bypass the various steps a user takes to text short codes — a process which the company’s executives argue is too complex.

We wrote about them last month (scroll down), when we mentioned their $6.8 million in funding. VentureWire has more today (sub required). More too about how it works on their Web site.