Canadian carrier Rogers Communications has launched “extreme” text messaging, a new service that allows users to customize their texts with a personal signature, set up distribution lists, auto-reply to text and block incoming messages.

Rogers claims the service is a “first” in North America. Customers with existing text plans will be able to use Extreme Text Messaging at no additional charge.

“People want to stay connected with their friends and family, any time, any place and texting is on the rise as is the personalization of communications,” said Raj Doshi, Rogers vice president of mobile product management, in a statement. “The Rogers Extreme Text Messaging service is designed to help make texting more personal by bringing new individualized features to our customers’ plans and making the experience as easy to use as email.”

A survey recently conducted for Rogers by Harris/Decima found that 65 percent of text messaging users wanted to do more with their SMS service, such as blocking texts from certain numbers.