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The correct term you are refering to is called bluespamming or bluecasting.
Here is a sample of an ad sent out a couple weeks ago to passers by.
Phones : 771 discovered.
Success : 134 messages were delivered.
Fail : 51 handsets refused the connection.
Hardware wise: ProxBox A, purchased from Merlin Wireless in Plymouth, UK. It's a SENA Parani MPS1000 BlueTooth Access Point with Merlin's software running under Linux. You can log in remotely to admin through a control panel or dive right in and talk to it with SSH.
Be very careful when you send out unsolicited messages as you may be the next test case in the courts. I would recommend an opt-in program to cover your ass.
They use this kind of thing a lot more in South Africa funny enough - all the malls have bluetooth advertising when you walk around them.
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