An unsteady hydro-magnetic flow of a viscoelastic fluid from a radiative vertical porous plate has been studied with mass transfer, taking the effect of Hall currents into account. The resulting problem has been solved analytically and the closed form solutions are obtained for velocity, temperature and concentration distributions as well as for the shearing stress, rate of heat and mass transfer at the wall. The influence of the various parameters like Hall parameter, magnetic parameter, viscoelastic parameter, frequency parameter etc. on the flow field is examined with the help of figures and tables.