Allies are players in your "friend list" whom you can cheer every day to gain Ally Points. Each ally gives you 10 ally points that can be spent in an Ally Space Bridge per day . The maximum number of allies is constantly increasing (about +1 ally for 4 levels in the beginning and then +1 ally every level)
You can view your ally's Leader Card, Level, card discovery and battle history from the profile.
You can add allies by either searching for random users or looking up your Mobage friends.