An Emergency Alert System (EAS) alert message can be provided based on a configuration established by a subscriber of a mobile device as well as a characteristic of the mobile device. The subscriber can interact with an interface provided by the network provider to establish the configuration. Additionally, the mobile device can provide the characteristic such as the location of the mobile device to the network provider. The network provider can use the configuration established by the subscriber and/or the characteristic of the mobile device to determine which alert message to provide to the mobile device.