Forgetting a loved one's birthday or your anniversary is a sure-fire way of ending up in the dog house.
However, three Birmingham businessmen have launched a new service that could keep forgetful partners out of trouble for good.
Called d8m8, the service will automatically remind you about important dates by sending text or media messages - from your loved one or yourself - to your mobile phone.
It was the brainchild of Craig Gardner - former associate operations director for Phones4U - who was relegated to the spare bedroom for two nights after he forgot his wedding anniversary for the second year in a row.
Convinced the idea could help others avoid the same fate, Mr Gardner set up the d8m8 service with former Phones4U colleagues Scott Thomas and Lee Fortnam.
"Working in the industry I realised none of the mobile phone operators were offering the service," Mr Gardner said.
"So I approached Lee, who was a senior IT system manager, and Scott, who was head of marketing, and we developed the idea."
The three secured additional funding after presenting their ideas at the newly launched Entrepreneurs' Club in Birmingham.
The team received backing from the Bank of Scotland and Department for Trade and Industry and officially launched last week.
Mr Gardner said the d8m8.co.uk website is getting around 750 hits daily.
"We've already got 45 people signed up which, in a few days, is a fantastic response," he said.
The service provides a voice reminder allowing someone to leave a message to be delivered on a specified date - a
service Mr Gardner feels would be particularly useful to those in the armed forces or overseas.
"I come from a forces background and know how useful it would have been to record messages for my family when I was in a different time-zone and make sure they received them the right day."
Although Mr Gardner admits a reminder service is not unique, he believes the d8m8 service will be a popular, simple and fun alternative.
He said: "Although laptops and palmtops can be used as diaries, they're often pretty confusing.
"I have about £10,000 worth of technology I'm sure could do everything if I'd read the instruction manual - but I haven't got a clue!
"The great thing about d8m8 is it's simple and communicates using the one thing - along with your keys and wallet - you're always likely to have with you."
Mr Gardner said the service was not just intended to be practical.
"To receive a video message of my six- year- old son reminding me it's his birthday and giving me a list of presents, can't help but make me smile."
He is keen to stress the service would not target teenagers - ringtone companies have recently come under fire for marketing "text and enrol" services to children.
"We think it's wrong to target teenagers so our service is only open to over-18s."
With the mobile phone market 56 million-strong, the team are aiming to attract 50,000 users by the end of the first year.
"The aim is to see where the product goes, make a few quid and have some fun," Mr Gardner said. "Hopefully it will also keep people out of the spare room!"