They'll be revenue, just no set-up cost. From the April 20 PR:
'Community messaging for the six million residents of Missouri costs approximately $1 per person annually per person in contracts that service providers make with municipalities, counties and the state. The market for emergency management services in the private sector is significantly larger. Rauner says: "The State of Missouri is currently considering a surcharge to mobile phone bills to provide location service for emergency calls in Missouri. This proposed initiative involves technology that is not yet market ready and would take years to implement. Our solution is available now at less than ten percent of the proposed cost, and we could completely cover the state this year."