The NWS will start utilizing this by pushing extreme weather warnings over the system in June 2012.
Tornado warnings, flash flood warnings and several other high-end warnings will go direct to wireless users in an affected county automatically if their device is compatible.
This service will be offered for FREE and will NOT count against any cellular data or SMS/Text Messaging plans. WEA does not use location tracking to send alerts. It is just like emergency weather alerts you see on local TV, WEA are broadcast from area cell towers to mobile devices in the area. Every WEA-capable phone within range receives the message, just like every TV shows the emergency weather alert if it is turned on. TV stations, like WEA, don't know exactly who is tuned in.
For more information visit: http://www.crh.noaa.gov/news/display_cmsstory.php wfo=crh&storyid=83063