This study analyzes gender variation in nonstandard typography--specifically, abbreviations and insertions--in mobile phone text messages (SMS) posted to a public Italian interactive television (iTV) program. All broadcast SMS were collected for a period of 2 days from the Web archive for the iTV program, and the frequency and distribution of abbreviations and insertions, as well as overall message lengths, were analyzed according to sender gender. The results reveal that females posted more and longer SMS and followed more, and more varied, nonstandard typographic practices, contrary to previous gender-related findings in the sociolinguistics and computer-mediated communication literatures. A theoretically grounded explanation for these findings is developed in terms of the localized norms of a heterosexual market--and an implicit dating market--in Italian iTV SMS. (Contains 4 tables, 2 figures and 17 notes.)