A method of implementing an optional communications service within a communications system that involves the participation of a plurality of users of the communications system. The method includes, in response to an action by a first user of the communications system, initiating the preparation of one or more elements of the communications system for providing said optional communications service in relation to one or more other existing users of the communications system. When the first user thereafter accesses the optional communications service, the communications system is already prepared for participation by said one or more other existing users in the optional communications service.