Om Malik got the scoop on innovative telephony service provider TalkPlus’ new offering – ShadowNumber.  Basically it allows you to add a second line or alter (aka spoof) caller ID on your mobile phone, largely aimed at the "adult" market.  Here’s the take at GigaOm:

Despite their self-claimed value propositions, most if not all VoIP start-ups face an uphill battle in terms of mass scale adoption. The desire for anonymity, especially when indulging in naughty activities, might be actually be their savior.

There are many reasons why people might want to keep romantic liaisons anonymous, from the simple (you’re just flirting) to the more complex (use your imagination). There is also a measure of safety in anonyminity, and the desire to keep potential stalkers at a hidden-number distance might well be an attractive service.

It appears that the choice of caller ID numbers available will be limited on this offering; we have previously discussed some of the caller ID spoofing security implications with services that do not limit what can be spoofed.