Is it a case of being prepared, or big brother watching?
Canada is catching up with the rest of the world when it comes to text alerts on your smartphone, warning of bad weather or a possible terrorist attack.
We'll all get it at the same time, when it's determined it is a situation of public safety.
And just like on your radio, there's no way of shutting it off.
"This is a mandatory participation solution, so if you want to opt out, you're out of luck." says Bell Media tech expert, Carmi Levy.
He says it's a case where personal choice takes a back seat to personal safety.
While he couldn't say when we could expect a full roll-out, the emergency messages have already been tested in places like Durham Region.
And the service isn't free. It comes with a price tag of around $25 million.
But Levy says you've already been paying for most of it adding "it's not like you'll see a sudden jump in your bill because of it, chances are you've already paid a good amount to support this new feature."