I recently switched to Verizon and was at work when the Amber Alert came through my phone, and most of my co-workers too. VERY distinct tone and impossible to ignore. BRILLIANT service. Why haven’t all the carriers done this? It would work for emergency broadcasts too, in the case of natural disaster. The only thing I couldn’t figure out was how to find the message after I’d clicked on dismiss. It doesn’t show up in my text messages queue.