From this month, banner advertising will be used across the portal in a move that follows a growth in downloads, page impressions and unique users since the portal's launch in May.
Managed and hosted by mobile specialist InfoMedia Services, it is the default destination for Tesco Mobile's 1.5m subscribers, receiving more than 250,000 unique visitors a month.
Andy Dewhurst, Tesco Mobile chief executive officer, said: "We've been delighted with the level of engagement our customers have shown in the Tesco Mobile Wap portal.
"Our customers have sent a clear message that this is a service they want to use, presenting real revenue growth opportunities and the prospect of great new experiences for our customers as we grow content and applications."
The Wap service includes a number of specific microsites with the latest ones covering brands such as Disney, Sky Sports, Gameloft and EA Games.
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