O2 Block It service to stop bullying

Operators: Thurs 3rd September 2009

A new service let's O2 Ireland customers block unwanted SMS messages. Block It, developed by Anam Smart Services platform, allows users to stop SMS and MMS messages from any network. The service is being rolled out in Ireland initially, with other countries expected to follow.

Customers are required to register for the service before using it the first time. To set it up they must text BLOCK IT START to 50216. Messages are then blocked by sending a SMS containing the word 'BLOCK' plus the sender's number to the same shortcode, 50216. To reverse a block, users can send an 'UNBLOCK' message.

Block It has been initiated to protect primarily young people from bullying. It cannot be used to block marketing and premium SMS from five digit short code numbers. If users wish to block such messages, they are advised to use the command 'STOP' instead.

Damian Devaney, Marketing Director of Telefonica O2 Ireland comments: "Bullying is unacceptable behaviour which we all have a role to play in trying to combat. While the problem of bullying is not a new one, the ways in which it happens are changing. In recognition of this, we have launched Block It which has been specifically designed to empower our younger customers, allowing them to get on with their lives without the fear of receiving unwanted hurtful or mean text, video or picture messages."

It does not cost anything to use the service. Block It can hold up to 100 blocked numbers, both mobile and landline, and has a great feature; a list of current blocked numbers can be requested by sending an SMS to the service.

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