Radio Data System (RDS) Interactive Services (IS) combines data feeds and interactivity with programs broadcast on FM channels. An RDS-IS client application on user equipment (e.g., handset) extracts RDS information from the RDS enabled FM receiver, and presents content on a mobile screen in a user-friendly format. Broadcasted RDS message can include special strings or “anchors” for special treatment by receivers. Receivers replace text with visuals to enhance user experience, such as cartoons or photographic icons based on names in RadioText fields. The RDS-IS client application generates specific prompts and composes interactive screens, enables hot keys and decides actions (e.g., voice calls, SMS) on key press, triggers contextual e-commerce by invoking data calls to given URLs, and sends statistics to the operator of a two-way data channel that provides enhanced content (e.g., CDMA reverse link, SMS, wireless access network, etc.) based upon “anchors” or “tags” included with the RDS-IS message.