As Apple's German partner, Telekom was able to invite customers to avoid disappointment and get themselves a voucher which would guarantee they could buy one of the hotly anticipated iPhone 5 smart phones.
But a simple error caused their plan to backfire – the text message containing the number was one number too long and, as bemused diallers found out, connected to the adult dating service, Friday's Die Welt newspaper reported.
Telekom have since sent out a further text apologising and containing the actual pre-order hotline number.
“We really regret what happened and have already apologised to our customers,” a Telekom spokesman told Die Welt.
The phone sold out within an hour of going on pre-order in the US and in Germany the waiting time climbed from two weeks to three in the space of a day.