The invention discloses a delivery concept that enables a sender of a mobile message to define a specific condition for the mobile message to be notified to the recipient. A set of context parameters defined for the electronic messaging system (e.g., short message service, multimedia message service) can be employed to a messaging application. Before the user sends a message, the user selects delivery condition(s) to be used and sets its/their value. The user as a sender will choose at least one delivery condition that is appropriate to the content of the message and is effective to condition the suitable context of the recipient when the message is received and, potentially, read. The message may be delivered to the recipient's terminal device instantly but it is not shown to the recipient until at least one context least one of the sender-defined delivery conditions is met.