He also invented the name, which he claims is an amalgam of Bluetooth and ajack, his username on Esato, a Sony Ericsson fan online forum.
There is an android app called "Caller ID Faker" in Google Play, I'm not sure if they also have it for iphone.
Also, the message was an insult to Nokia owners rather than a Sony Ericsson advertisement.
Bluejacking is usually harmless, but because bluejacked people generally don't know what has happened, they may think that their phone is malfunctioning.
And don't bother with the apps that say you can because they do not work, your number will still show up.
The only thing I would suggest is to go with one of the text for free apps online.