UK wireless operator O2 has launched a free online backup service to make user its customers never have to worry about losing their phone book info or text and photo messages.

Dubbed O2 Bluebook, the service automatically backs up all the user's phone numbers and messages. Users who want to save photos they've taken with the phone can send them to their Bluebook account via MMS.

According to Pocket-lint, O2 Bluebook users can organize, edit and share the texts and images that have been saved on the online service. There's also a "Blueblog" aspect that lets users create online blog entries built around the files that have been uploaded from their phones.

O2 may be offering the service for free, but it's putting some serious cash behind Bluebook, including a $9 million marketing campaign.