Just heard from a friend of mine working in the "mobile content" industry. They are essentially fed up with all the sillyness operators are making them put up with, so they have recently decided that they will simply stop using SMSes for content delivery and instead use Internet protocols, possibly some chat protocol instead.
This is rich: SMS being dropped as a messaging protocol on phones due to operator sillyness. Whoever thought that operators "own" messaging on phones needs to have their expectations adjusted. As my recently deceased friend Erik Naggum said: «If this is not what you expected, please alter your expectations.»