Disclosed is a method of targeting a multi-cast message, comprising the steps of gathering user information related to one or more users, categorizing the user information into one or more interest categories, associating respective ones of the users with ones of the interest categories, receiving service information from a service provider, determining an association between the received service information and ones of the interest categories to determine at least one associated interest category, selecting users using the at least one associated interest category to determine selected users and communicating the received service information to the selected users using the multi-cast message.