I assume it is the new wireless cell phone service just starting for AT&T....see that is why it is clever as people were starting to ask what is mlife and wondering and then they tell you what it is twice so far....very clever as I was ready to check out the website I was so curious and asked husband if it a different ad for Met Life but no. I say it is clever as it hooks you cause you have no idea what it is and then they tell you.