Looks very novel
Uses a 'geographical' access number in UK as well, so will come out of a tariff allowance.
I could envisage times when this might be useful, if needing to send a 'group' SMS and it's inconvenient to type one.
I do wonder how it will finally be funded though? Beta is free, but as there is no income from the phone call I can't see how they will generate revenue unless theey harvest and sell contact data?