Nokia became one of the world's most recognisable phone brands as mobile phones spread in the late 1990s and 2000s, and its short, cheerful alert tones became part of everyday life for millions of users. As those handsets were replaced by smartphones, the sounds took on a second life online, where creators reused them as shorthand for an old-fashioned text message or a moment of retro nostalgia. Today the tone works because almost everyone recognises it instantly, even without seeing a phone on screen.