Giving new meaning to the term phone sex, a British company is selling software that transforms a cell phone into a sex toy.

Vibelet.com's  software, launched last week, turns certain Nokia cell phones with vibrating ring capabilities into a "discrete, vibrating massager."

"Its tender purring vibrations provide perfect company on even the loneliest winter nights!" champions the website.

"No, it's not a joke," said the developer, who asked to be known as "Zoe Walsh" rather than his real name. "That's one of our biggest problems, in fact. We had to delay the launch date to avoid April 1. It's a joke product, but it definitely works."

The software, which costs UKGP 1.50 (about $2.35), is downloaded straight to the phone via a WAP link. Once installed, it has just two controls: Start and Pause. While running, an image of a contented cat is displayed on the phone's screen.