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TATA DOCOMO launches Diet SMS – Pay Per Character

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TATA DOCOMO DIET SMSTata DOCOMO has announced another innovative offer – “Diet-SMS“.This offer will give customers the never-before option of paying for any SMS they send on a per-character pricing plan. The cost of any ‘diet-sms’ will be only 1 paise per character used, thereby providing complete value to customers. Furthermore, there will be no charge for spaces between words. The Best and Unique part of the offer is that any customer can choose the Diet-SMS option when he/she has short text messages to send—he/she can continue to use the regular SMS option for longer SMS. However the there is a catch here – In the diet-sms service, each SMS merely costs you 1 paisa per character, up to a maximum of 15 characters.

To send a diet-sms, a customer has to:

  • Go to the SIM-based menu on the phone (called Dive-in Now), scroll to the diet-sms option under the English Language menu, open it and send the SMS; or
  • TATA DOCOMO has also launched a phone application which can be downloaded from TATA DOCOMO ‘Dive In’ wap portal, or by simply sending a SMS “diet” to 54321. Using this diet-sms application, the customer can send short text messages easily; or
  • TATA DOCOMO customers can also send a diet-sms using the normal SMS menu. They need to type the mobile number followed by a space followed by the message and sms this to the short code 52208.


The downloaded diet-sms application also contains a bank of most common short SMS as templates. Customers can select from any of these templates and send the message by simply clicking ‘Send’. “The diet-sms service is revolutionary and tailor-made to suit Indian customers—a survey conducted by TATA DOCOMO found out that a majority of SMS sent in India are very short—we designed this application after studying trends such as this, in order to benefit the customer,” Mr. Gulati said.

The diet-sms service is available to customers on the per-character pricing plan on the Tata DOCOMO network only.

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