Towards the end of last year, O2 became the first UK network to pass on 90p for every £1 donated to charity by SMS. (The remaining 10% covered network and third party costs). This move was echoed by a number of other network operators.
It's now giving 100% of text donations to UK charities by covering the costs itself. Charities eligible under the rules of HM Revenue & Customs are allocated a dedicated five-digit ‘short code’ for donations. These codes, which begin 70, will receive the 100% payout from August 2010.