The Walt Disney Company on Tuesday launched Disney Mobile in the US, marketing the service as “the first” to allow parents to directly manage their family’s wireless experience.

According to the company, the new service is a response to parents demanding control over what their children use their mobiles for.

“Families have clearly told us that they have different needs than the average mobile phone user,” said George Grobar, senior vice president and general manager of Disney Mobile.

Family Center, the engine that drives the service allows parents to set spending allowances and track usage for voice minutes, text messaging, picture messaging and downloadable content, receiving alerts when allowances have been reached. It also determines the hours of the day and days of the week when children can use their phones as well as program restricted and always-on phone numbers to manage with whom children may communicate. GPS is also available.

Disney Mobile offers a range of plans starting at $39.99 per month up to $169.99 per month.

The Walt Disney company on Thursday unveiled plans to launch a family oriented mobile phone service in the UK.

The new service will be available “later in the year” according to Disney and will be in association with O2, from whom it will buy airtime for the service.

Disney Mobile will sell several targeted phone packages to families allowing parents to control how their children use the service. Parents will be able to block certain callers, limit how much time a child can spend on the mobile as well as other control features.

The film giant launched a similar service in the US earlier this month.