A software and/or hardware facility that identifies keywords in a message received by a mobile device and provides advertising and contextual services to the mobile device based on a keyword selection by a user. The facility analyzes a received message to identify keywords in the message. The keywords are identified based on user-specific information that is maintained on the mobile device. The message is displayed to the user with the identified keywords highlighted to the user. When the user selects a keyword, the facility identifies one or more advertisements that are targeted to a user in a manner that takes into account user-specific information. The facility also identifies one or more contexts that are related to the keyword. The facility displays the identified advertisements and contexts to the user. If the user selects an advertisement or context, relevant services are called to deliver responsive content to the user.