AUSTIN -- A private online company will start selling road-legal, entirely customizable Texas license plates on Thursday.
The Legislature agreed to the plan to help make money for the state. They’re banking on the fact that for some Texas drivers having a license plate is more about making a statement that just legally moving down the road.
"I'd say most Longhorn fans would like that ‘Hook-M’ license plate,” said Barry Rouch.
Why didn’t he buy the state-issued University of Texas specialty license plate?
“It’s not as pretty; It’s not as fun,” he said.
The Legislature contracted with myplates.com to design and distribute the plates for a premium. The company takes a cut; what's left over goes into the state's general fund.
"They're looking for innovative ways to come up with revenue." In fact, spokeswoman Kim Drummond says, no state's ever tried this before.
After a false start in 2008, the company is back in business. Myplates.com has committed to raising $25 million over the next five years.
They've got about 20 designs out now, with many more to come, but there are some limits -- every single design and every potentially offensive message must first go through a state committee. The same committee, which approves all the state-issued specialty plates, will also have the final say on designs from myplates.com.
They'll also have final say on any personalized messages which might be inappropriate.
Texas Department of Public Safety troopers will also make sure the plates are readable and reflective.
The Texas Department of Motor Vehicles says it costs between $40 and $60 to get most regular plates.
The custom plates from myplates.com cost an extra $30 to $195 a year.
