1. A method comprising: receiving a multimedia message (MM) from a mobile message service center (MMSC) at a handheld user device, the MM including a theme packaged into the MM by a themes server; identifying the MM message as a theme MM; automatically filing the MM in a theme folder in a user's inbox for MM messages received at the handheld user device in response to the identifying; enabling a user of the handheld user device to browse themes as multimedia messages in the theme folder of the user's inbox; and in response to user selection of a theme MM, applying the theme to the user's device, and sending a message to a web interface associated with the user of the handheld device, to cause the web interface to apply a corresponding theme.