Attention all casual texters: Today's the day Bell Mobility implements a new fee charging users 15 cents for each incoming text message they receive.

The company and Telus mobility have come under fire in the last month by government officials and angry consumers because of the new fees. Before, incoming texts were free to the user.

Two customers, one from each company, have decided to launch a class-action lawsuit against the communication giants. Other clients have decided to take their complaints online by creating a protest page on Facebook, an incredibly popular online social network.

However, the companies have assured their customers and Industry Minister Jim Prentice that customers will not be charged for any unsolicited spam text messages.

The companies have also said that the charges won't apply to avid texters who have signed up for a plan that allows them to send an unlimited amount of text message for a set price.

Prentice said he met with the CEOs of both companies because he had "serious concerns" about the new fees. However, he also said the Conservative government has no plan to interfere with day-to-day business decisions made by a private company.

"Regulation in the Canadian context is not the answer," Prentice said. "What we're searching for is competitive markets."

Lawyer fights back

Calgary lawyer Evatt Merchant has launched a class-action lawsuit against the companies.

"What they've done is patently unfair," he told CTV Newsnet Friday. "It may only seem like a $1.50 a month or $3 a month, but it will certainly add up to big revenue for Bell and for Telus and it's really unfair for the consumer."

Merchant said the fee is especially unfair to those who don't text and purchased a plan after being told they wouldn't pay for incoming messages.

"All of a sudden the rules have changed and people are being told about on one month's notice."

He said that people over 50 are especially prone to the extra fees because they are less likely to be texters and to have bought a text plan.

Merchant said he was confident that his lawsuit would be successful.

Layton rips text plan

NDP Leader Jack Layton told CTV Newsnet that Prentice's approach is "lame" and that the Conservative government is not doing enough for consumers.

"Everybody's finding it tougher to make ends meet at the end of the month, and you add up all these charges...This kind of gouging it's not fair, it's not right and we wanna see legislation to put a stop to it."

Layton said it is unfair to charge people for incoming messages they have no control over.

"It'd be a little like if Canada Post asked you to put a second stamp on every letter that came to your house. It's nuts," he said.

While Bell customers will notice the rate change starting Aug. 8, Telus customers won't be affected until Aug. 24.

The companies say only about five per cent of customers will be affected by the new fee.