Oxygen has teamed up once again with the one-year-old startup, GroupMe, for their new show, “The World According To Paris.” The network will promote the group messaging service through an on-air plug.

GroupMe might be a small startup, but it’s a smart partnership for Paris’ new show. The service offers private fan chat rooms instead of the large, live public chats on Oxygen’s website and it’s accessible through the GroupMe app or SMS messages, which makes it a prime service for the younger set of users that are the show’s key demographic.

According to All Things D, Oxygen will invite users to create their own GroupMe chat rooms with their friends. The groups will get insider information about the show, alerts when the show is starting and some groups will get a visit from Paris Hilton herself.

Oxygen has seen successful partnerships with the startup in the past. They started using GroupMe in the middle of last year’s season of their hit show “Bad Girls Club.” On average, each group had 5 members and sent 650 messages across the 2 months of the campaign. Many groups (38 percent) continued to stay active even after the season ended.