Abstract: Electronic and automatic gifting techniques are provided for messages, such as short message service (SMS) or multimedia messaging service (MMS) messages, wherein a gifter designates a recipient for one or more gift(s) offered in a set of gifts. Based on a selection of gift(s), message(s) are automatically generated for the gift(s) having unique identifier(s) that correspond to products or services of an enabling entity that enables the products or services. The message(s) including the unique identifier(s) are then automatically transmitted to the recipient. The unique identifier(s) can be encrypted/hashed with a secret provided by the recipient for an additional layer of security. Any of gifter information, giftee information, context of the service, or external information, such as global positioning service (GPS) location, can be used to make recommendations for gifts in the set of gifts.