MTN Uganda has instructed its content partners to stop sending unsolicited SMS (Short Message Service) messages to their clients' phones following a public outcry over the messages.

The company said it had noted with concern that a number of its customers have repeatedly received unsolicited text messages from various sources. The text messages are usually for promotional purposes, urging customers to take part in a competition, attend a show or request certain information.

One text, for example, reads, "Life is incomplete without a true companion. Everyone needs a lifelong true companion. Type LOVE and send to 8008 for daily love tips."

Another text received by millions of phone users came before Barack Obama, Democratic nominee for the U.S. presidency, announced his running mate: "Obama: I have decided on my running mate. Subscribe to our international news alerts and be the first to know. Type CNN and send to 8008."

"The telecoms have since failed, ignored or refused to heed the public's outcry against spam SMS," one disgruntled mobile user said. "Can the regulators please save us from this onslaught?"

Promotional messages have grown in popularity globally, and the trend is expected to continue. Users are billed 220 Ugandan shillings (US$0.14) when they reply to a text.

The challenge for the mobile telephone industry, according to an MTN press statement, "is to ensure utmost respect for the privacy and rights of our customers."

The company explained that whereas most of its content partners have acted responsibly, they are aware of some inappropriate conduct and have taken note of such instances. Efforts are being made to ensure that customers do not receive unsolicited promotional messages from its authorized content partners, MTN added.

"To this end, content providers have been instructed to implement an 'unsubscribe' option to the messages with immediate effect," the statement read.

In order to offer a wide range of services across its network, MTN -- like other mobile service providers -- has partnerships in place with companies that offer information as requested by the customers. Such information could be in the form of sports scores, breaking news, religious quotes, commodity prices or cinema updates. According to MTN, customers should not receive any information other than what they have requested.

The IDG News Service is a Network World affiliate.