Etisalat Introduces ‘Do-Not-Disturb’ Service to Curb Unsolicited SMS


By Emma Okonji

Etisalat Nigeria has introduced the ‘Do-not-Disturb’ (DND) facility that enables customers on its network to opt-out completely or partially from receiving unsolicited marketing text messages and calls.
The service implementation is part of the oversight function of the Nigerian Communications Commission (NCC), the telecoms industry regulator, which recently ordered all telecoms operators to introduce and implement the service for the benefit of telecoms subscribers.

Having identified improperly managed unsolicited marketing messages and calls as a major source of customer dissatisfaction within the Nigerian telecommunications industry, the NCC engaged network operators to develop effective solutions to address the issue. As a direct result of this regulator-operator engagement, Etisalat has implemented the DND service, which is designed to offer subscribers greater choice in determining the type and frequency of messages they receive.

Further to the recent NCC directive, the DND service is now available on the Etisalat network, using a uniform shortcode, 2442, across all networks for ease of access. Subscribers on the Etisalat network, can therefore access the DND service by sending ‘STOP’ to 2442. Customers can also request for a partial DND service, which will allow them to receive only a specified class of messages that are of interest to them such as sports, religion, and health among others.

To activate the partial DND service, customers are required to send ‘HELP’ to 2442 to receive information about the available classifications and their activation codes; then send the activation code to 2442 to activate a specific class of messages.
Speaking about the new service, Director, Regulatory and Corporate Social Responsibility, Etisalat Nigeria, Ikenna Ikeme, highlighted the company’s record of compliance with regulatory directives and reaffirmed Etisalat’s commitment to enhancing customer experience on its network.

“Our customers remain our priority at Etisalat Nigeria, because we recognise their preferences, not only in terms of the quality of products and services available to them, but also with regard to their experience on our network. Ensuring that the DND service is available on our network is one of the ways in which we continue to enhance our bouquet of services and enrich customer experience on the Etisalat network,” Ikeme said.
He added that the implementation of the DND service was also intended to encourage mutually responsible operator-customer relationship and sustainability of the telecommunications industry.