The service, In Circle, is available to all mobile phone users, regardless of operator. Consumers can select categories, such as shopping, travel or wine, to receive promotional messages.
Said Paul Kitchin, SingTel's VP for consumer marketing: "SingTel is taking a proactive step in working with customers and merchants to be more responsible in their mobile marketing. This is a win-win situation. It brings together customers who have indicated they are open to receiving promotional messages in areas that interest them with businesses who are assured of reaching a group of customers who are truly interested in their products."
Retailers will also not have access to subscribers' details.
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