Their solution appears that it may be a third party application developed by Swedish developer Mobispine. Mobispine is marketing their MMS application to mobile carriers (such as AT&T) as a solution to provide the service to their end users.
We're confident that operators will find the service easy to use and profitable with an opportunity to expand messaging usage, improve subscriber retention and hopefully increase revenue. The service will also increase customer loyalty and recognition as the brand is displayed on the user's phone. The application is white-labelled and will be branded for each operator and distributed via the App store.
I've gotten use to not getting MMS messages or sending them and just doing pictures in email - it seems faster and easier to "email photo" than to type someone's phone number in.
Personally I don't like people sending me messages with pictures to my phone anyway.