1. A system for enabling targeted content delivery to a mobile device user, said mobile device having a device address, said device address having associated therewith at least one unique identifier, said system comprising: a message application server; and a trigger system in communication with said message application server, said trigger system comprising: a trigger client component configured to generate a trigger signal comprising a trigger action, user content request data and said at least one unique identifier; a trigger server component in communication with said trigger client component, said trigger server component configured to: receive said trigger signal, send to said message application server said trigger signal for processing by said message application server; wherein said message application server is configured to: receive from said trigger system said trigger signal, and in response thereto: derive said mobile device address from said at least one unique identifier, generate content based on said user request data, and send said generated content to said device address of said mobile device.