Groove Mobile's off-portal, direct-to-consumer mobile music download service has picked up some new allies. The company added Universal Music Group and wireless operator 3 UK to the initiative.

The system allows fans to find, buy and download full songs over the air using SMS text messaging codes. Groove Mobile launched the program earlier this year with UK operator Vodafone and content from Sony BMG.

Groove works with the wireless operators to reduce the otherwise high data traffic fees normally associated with content sales taking place outside the carrier's system