Direct Response Financial Services Authorizes Buy Back of up to 5,000,000 Shares of the Company's Common Stock

Business Wire, Feb 22, 2005

LOS ANGELES -- Direct Response Financial Services, Inc. (OTCBB:DRFL), today announced the authorization from its Board of Directors to buy back up to 5,000,000 shares of common stock over the next twelve months. This amount would equal approximately 18% of the Company's current "float" or free-trading shares. The authorization is based upon management's opinion that the current stock price is very attractive and merits repurchase by the Company. The authorization further permits the Board of Directors to use its discretion in purchasing the stock in the open market based on market conditions.

By implementing the purchase of shares by the Company, management expects a more certain and less variable market price in the Company's shares.

About Direct Response Financial Services, Inc.

Direct Response Financial Services, Inc. is a provider of payment card systems including a variety of branded and co-branded stored value cards (i.e., prepaid debit cards). The Company has agreements with leading financial institutions such as MasterCard, Chase Manhattan Bank, and Optimum Pay USA, Inc. as well as leading radio broadcasters such as Emmis Communications. The Company's first target is the market for payment solutions for un-banked and under-banked Latinos, the largest and fastest growing population in the United States. For more information on the Company, please visit www.drfs.net.

Statements that are not historical facts are forward-looking statements. The Company, through its management, makes forward-looking public statements concerning its expected future operations, performance and other developments. Such forward-looking statements are necessarily estimates reflecting the Company's best judgment based upon current information and involve a number of risks and uncertainties, and there can be no assurance that other factors will not affect the accuracy of such forward-looking statements. It is impossible to identify all such factors, factors that could cause actual results to differ materially from those estimated by the Company. They include, but are not limited to, government regulation, managing and maintaining growth, and the effect of adverse publicity, litigation, competition and other factors that may be identified from time to time in the Company's public announcements.