Recent development of innovative, playful and aesthetically designed mobile devices provide interactive enjoyment and pleasure to consumers. these playful text messaging behaviors have attributes similar to leisure activities. in this study, the subjective leisure scale (SLS)-a survey instrument used to measure activities related to physical recreation and playful behaviors-is used to capture several aspects of pleasure-oriented text messaging activities : intrinsicmotivation, perceived freedom, involvement, arousal, mastery and spotaneity captured the nature of text messaging behaviors. evidence suggests that future practitioners and researchers will apply this set of variables to mobile entertainment and other customer-based information communication technologies (ICTs).