1. A method comprising: receiving text, wherein a portion of the text comprises an abbreviation; associating a sender of the text with one of a plurality of groups, to yield a sender group; associating a recipient of the text with one of the plurality of groups, to yield a recipient group; and upon determining a difference in the sender and the recipient group, wherein the different indicates distinct cultures of the sender and the recipient: expanding, via a processor, the abbreviation based on the distinct cultures, to yield expanded text; transmitting a message to the recipient which comprises the abbreviation and the expanded text; modifying, via the processor, a display presented to the sender in which the expanded text is added to the text having the abbreviations; and presenting a first advertisement to the sender based on the text and the sender group, wherein the first advertisement is distinct from a second advertisement presented to the recipient.