THE future of a mobile phone service warning drivers when the Kingsferry Bridge is lifting is under threat.

Medway Ports says it ideally needs to double the number of subscribers to its text message alert scheme to remain financially viable.

Marketing manager Maria Clarke, who devised the scheme, blamed poor publicity for the disappointing take-up.

She said: "We have 250 subscribers at the moment, so it's going okay but we do need more people to subscribe. I just haven't been able to get the publicity I wanted."

Medway Ports launched the scheme in July in a bid to ease traffic problems for motorists caught out by sudden lifts of the bridge.

Messages cost 25p each and are sent out during peak traffic times an hour before scheduled commercial vessel lifts. Unscheduled lifts for yachts and other pleasure craft prompt a message saying "lift in progress".

The average cost for subscribers is currently about £2.50 a week, although busy periods with increased traffic on the Swale can increase weekly costs to more than £6.

Medway Ports hopes to be able to continue financing the scheme until the Second Crossing it built. Mrs Clarke said Carillion, the firm expecting to be given the bridge contract, has already expressed an interest in sponsoring the scheme in some way.

Meanwhile, Mrs Clarke hopes a leaflet drop and fresh publicity drive will generate fresh interest in the scheme.

To subscribe to the text alert scheme text "bridge" to 81125. You will be asked to subscribe for alerts on weekdays, weekends or both.